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The Rise of MCommerse and OOH’s Influence on Consumer Behaviour

It’s that time of year again and the New Year is right around the corner.

In London and key cities across the UK, 93% will spend the New Year socialising, out shopping, attending events and enjoying their leisure time – what is the one thing all these activities require? Travel. Commuter advertising is essential to all brands, especially smaller, local companies looking to attain share of voice in an advertising haven.

Utilising transport formats across Bus, Taxi, Rail, Tram Networks and London Underground etc. allows brands to interact with consumers 1 to 1 in moments where they’re likely to be looking for distractions from their environment and are more emotionally available to advertising.

In the dynamic landscape of advertising, the synergy between out of home (OOH) advertisements and mobile spend is increasingly evident. These two seemingly distinct mediums are interconnected in shaping consumer behaviour and influencing their buying habits.

OOH advertisements serve as powerful catalysts, creating brand awareness and capturing attention in the real world. However, their impact doesn’t stop there. In the age of smartphones, consumers are always connected, and the bridge between OOH and mobile spend is built on immediacy. When people spot compelling outdoor ads, their natural instinct is to engage right away, whether that be to research the product / brand, compare prices, or make an impulse purchase. Mobile phones are the gateway to securing customers on the move.

The influence OOH advertising has had on mcommerse has been astonishing and only continues to grow. Almost 60% of all mobile spend is done when people are out and about. This integration of physical and digital space creates a powerful relationship where the impact of one seamlessly fuels the efficacy of the other, resulting in a much more effective and successful advertising campaign.