Every day we encounter dozens of advertising messages, but which ones truly influence our decisions? Why do some brands instantly stick in our memory, while others remain unnoticed? How can you ensure that a brand stays in memory without wasting money?

In this article, we will explore how outdoor advertising affects consumer decisions and which psychological triggers work best.

How do visual images influence us?

The human brain processes visual information much faster than text. That’s why bright designs, saturated colors, and memorable images work more effectively than dry slogans. Research shows that emotions embedded in visuals directly impact the memorability of advertisements.

Let’s consider an example with Oleksandr. One morning, he saw a billboard featuring a large image of a “juicy” cup of cappuccino with the caption “Charge up with energy in the morning!” That day, Oleksandr hadn’t planned to drink coffee, but after a few blocks, he suddenly thought: “Why not stop by?”

What worked here? The visual image. The appetizing picture evoked an association with aromatic morning coffee, and the concise slogan triggered a thought in his mind: “Morning means needing energy.”

This effect has been extensively studied: strong visuals in outdoor advertising not only attract attention but literally create a need, prompting action even when a person initially hadn’t considered it. The use of modern DOOH (Digital Out-of-Home) and pDOOH (Programmatic Digital Out-of-Home) technologies enables even more interactive and personalized advertising campaigns.

Memorability and frequency of contact

Outdoor advertising works thanks to the effect of frequent contact: the more times a person sees a message, the higher the likelihood of remembering it. Psychologists call this the “repetition effect” — even if a brand initially doesn’t spark interest, constant reminders increase its recognition.

According to research data, 65% of people remember outdoor advertisements if they see them at least three times a week. And if an advertising campaign is placed in high-traffic areas, the effect intensifies even further. Using video wall software allows brands to dynamically change content depending on the time of day or audience. For example, digital signage players can broadcast different messages for morning and evening hours.

Interactivity and technology

Modern digital signage is changing the rules of the game in outdoor advertising. Thanks to interactive elements and the use of digital signage players, brands can engage consumers in active interaction. For example, DOOH advertising campaigns allow tracking audience behavior and adapting content in real time. This creates a more personalized experience and increases the effectiveness of the advertising message.

Thus, outdoor advertising is a powerful tool for influencing consumer behavior. The use of pDOOH technologies and digital signage players helps brands get closer to their audience and create unforgettable advertising campaigns.

The “last touch” effect before purchase

Imagine this situation: Artem has been looking for new sneakers for a while. He browsed websites, read reviews, watched videos, but still hasn’t made a purchase decision. It’s hard for him to choose among many options, so he keeps postponing the decision. Then, leaving his office after a busy workday, his eyes fall on an LED billboard with a bright advertisement for a discount on the exact shoe model he liked during his online searches. The digital screen displays the stylish design of the sneakers and offers an attractive discount valid only today. Within an hour, Artem is already visiting the store’s website and placing an order.

This is the “last touch” effect — when outdoor advertising becomes the final trigger before purchase. It doesn’t always convince a consumer from scratch but works perfectly at the final stage of decision-making, prompting action. That’s why major brands actively use LED billboards and digital screens near stores or in high-traffic areas. Seeing such an ad reminds a person of their desires or needs and accelerates their decision to buy. The use of Digital Out Of Home (DOOH) software allows brands to create highly relevant and personalized messages that influence consumers at the right moment.

Research on the impact of outdoor advertising on consumers

Memorability statistics

Outdoor advertising remains one of the most memorable formats. According to Nielsen data, 65% of people recall advertisements on billboards or digital screens even several days after seeing them. This is because they are located in high-traffic areas: on commutes to work or during walks.

A study by OAAA also shows that 71% of consumers notice outdoor advertising while traveling around the city, and 26% remember specific details — slogans, brands, or colors. The use of LED screen software allows brands to adapt content depending on the time of day or audience.

How advertising influences brand recognition

When Dasha chooses chocolate in a store, her eyes immediately fall on the familiar golden wrapper. She doesn’t read the name or the product’s composition—she simply picks what already feels familiar.

This is the power of brand recognition: when a visual image instantly triggers associations and simplifies decision-making. Outdoor advertising helps reinforce these associations in consumers’ minds. According to Posterscope, it increases brand recall by 38%, especially when paired with digital campaigns. The use of Digital Out Of Home (DOOH) software allows traditional media to integrate with modern analytics technologies.

Impact on audience engagement

Audience engagement occurs when people don’t just notice advertising out of the corner of their eye but actively respond to it: remembering the message, searching for the brand online, or visiting a store. Modern DOOH technologies enable the creation of interactive video ads for LED billboards and digital screens that capture attention through dynamic content.

For example, advertising campaigns can include QR codes for website links or adapt based on weather conditions or time of day. DOOH software provides a personalized experience and enhances the effectiveness of consumer interaction.

The higher the engagement, the greater the chances that advertising will truly influence consumer behavior.

Research shows that bright visuals, concise messages, and repetition help outdoor advertising not just flash in someone’s field of view but stay in memory and prompt action. Advertising screens, particularly digital DOOH solutions, allow brands to create dynamic content that attracts attention and retains it through relevant messaging.

According to OAAA data, 40% of people who see outdoor advertising take targeted action: visiting a website, going to a store, or making a purchase. DOOH advertising further boosts this figure thanks to its interactivity and adaptive content. The use of centralized video management systems enables brands to quickly change messages based on audience needs.

Psychological triggers that influence audience behavior

1. Principle of scarcity

One of the strongest psychological triggers is the feeling of scarcity. When consumers perceive an offer as limited in time or quantity, their desire to purchase increases significantly.

Phrases like “Only today,” “5 spots left,” “Last chance” create a sense of urgency in people, prompting quick decisions. In DOOH advertising, such messages with timers or numbers instantly activate this trigger. Using DOOH networks allows brands to display these offers in real time on advertising screens.

2. Principle of social proof

We tend to follow the opinions of the majority. This is a basic human need: we want to feel part of a group and avoid the risk of being “trailblazers.”

When advertising showcases positive customer reviews, mentions the number of products sold, or quotes partner brands, it builds consumer confidence that the product has already been tested by others and is a reliable choice. DOOH Display Solutions enable such elements to be integrated directly into video ads to increase trustworthiness.

3. Principle of liking

People are more likely to buy from brands that evoke positive emotions. Pleasant visuals, warm colors, and friendly faces in advertising create associations with comfort and trust in the product.

Using charming characters or humor in centralized video management systems helps establish an emotional connection with the consumer. This makes the brand closer and more relatable to the audience.

4. Principle of reciprocity

This trigger works through the mechanism of giving: when a customer receives something for free or at a discount, they feel a desire to “give back” to the brand through a purchase or loyalty.

DOOH advertising often uses offers like “Gift with purchase” or “Special price for the first 100 customers.” DOOH networks allow such promotions to be broadcast on advertising screens at key locations in the city.

5. Principle of consistency

People strive for consistency in their actions. If they have already made a choice in favor of a certain brand or product, they are more likely to continue interacting with it.

For example, Alina saw an ad for a new cream but didn’t pay much attention to it. However, a few days later, she noticed the same product in a store and decided to try it. Later, she saw another ad for this series—and purchased another item from the line.

DOOH advertising actively uses this principle by reminding consumers of their previous choices or offering logical extensions (“Try another product from the series”). Centralized video management systems allow content to be adapted based on customer behavior.

Undoubtedly, modern DOOH networks ensure maximum audience engagement and improve campaign effectiveness!

Outdoor advertising as an influencing tool

Outdoor advertising, especially in the DOOH format, has become a powerful tool for influencing consumer behavior. Thanks to modern technologies such as advertising screens, DOOH networks, and centralized video management systems, brands can create dynamic, personalized content that engages audiences and prompts them to act.

Psychological triggers such as the principle of scarcity, social proof, or liking help make advertising messages more persuasive and effective. Video advertising on digital screens not only attracts attention but also creates long-lasting associations with the brand.

DOOH advertising is not just a way to deliver information. It is an opportunity to create an emotional connection with the customer, influence their decisions, and build trust in the brand. By using innovative DOOH Display Solutions, companies gain the chance to be closer to their audience and achieve high results in a competitive environment.

Outdoor advertising is an investment in your brand’s future. Choose modern technologies and create campaigns that remain in your customers’ hearts!

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