Driving Back-to-School Retail Success with Lamar’s Digital Out of Home Inventory

As the back-to-school season approaches, retailers are gearing up to capture the attention of eager shoppers. In this blog post, we will explore the impact of Out-of-Home (OOH) advertising on retail marketing, using key findings from a recent study from the Out of Home Advertising Assosiation of America (OAAA). We’ll also explain how Lamar's extensive network enables brands to leverage this powerful medium and connect with target audiences and drive success during this crucial shopping period.

Engaging the Back-to-School Journey

Amidst the hustle and bustle of preparing for the new school year, back-to-school shoppers seek enjoyable shopping experiences. As a matter of fact, 96% of respondents view it as a fun activity and not just another errand. In addition to craving fun and unique engagements, consumers also want savings that allow them to stick with the brands they love. OOH advertising is a highly effective tool for capturing attention during back-to-school shopping journeys. Lamar's strategically placed billboards and signage have the power to captivate shoppers and deliver memorable and engaging experiences. Studies indicate that 68% of respondents notice OOH ads en route to retailers or near store entrances. By utilizing Lamar's Digital OOH (DOOH) inventory, brands can create immersive experiences and connect with back-to-school shoppers in meaningful ways.

Reaching Multicultural Consumers

To ensure the effectiveness of back-to-school OOH campaigns, it's crucial for brands to recognize the diverse demographics of their varying target audiences. Lamar excels in this aspect, with studies revealing higher engagement rates among multicultural consumers. Seventy-eight percent of Black consumers, 76% of Hispanic consumers, and 73% of Asian consumers report to having had increased engagement with OOH ads. By incorporating diverse representation and culturally relevant messaging into back-to-school campaigns, Lamar can help brands deliver a message that resonates with these key demographic groups, fostering a sense of inclusivity and strengthening brand loyalty.

A Proximity Advantage

Lamar's DOOH inventory offers a significant proximity advantage during the back-to-school season. With 95% of Lamar DOOH inventory located within a 5-mile radius of Walmart and Target stores, Lamar's strategically positioned DOOH displays can draw shoppers to the stores where they are most likely to make their purchases. This close proximity ensures maximum exposure, boosts brand recall, and enhances the overall back-to-school shopping experience.

Influence on Shopping Decisions

OOH advertising holds substantial influence over consumer shopping decisions, and this influence is particularly significant during the back-to-school season. A remarkable 42% of consumers have reported that OOH ads directly impact their purchasing choices. By utilizing Lamar's DOOH displays near Walmart and Target stores, brands can effectively guide back-to-school shoppers and help them make more informed purchasing decisions. Lamar's immersive and dynamic DOOH experiences also can capture attention and drive foot traffic to retail locations, ultimately boosting sales and brand engagement.

Driving Back-to-School Purchasing Behavior

Understanding the types of messages that resonate with back-to-school shoppers is crucial for driving purchasing behavior. Lamar's DOOH inventory allows brands to integrate compelling incentives into campaigns. Offers such as “buy one get one free,” discount/promo codes, and free shipping or delivery can have a profound influence on consumer purchasing decisions. By leveraging Lamar's DOOH capabilities to promote timely offers and deals, brands can further sway consumer behavior, increase sales, and foster brand loyalty during this critical shopping period.

As the back-to-school season kicks into high gear, Lamar's DOOH inventory provides an invaluable opportunity for retailers to engage with their target audiences. With Lamar's extensive network and strategic placement of inventory , brands can maximize exposure, capture attention, and drive foot traffic to stores. By embracing the power of DOOH advertising, incorporating diverse representation, and delivering compelling messaging, businesses can create memorable experiences, boost sales, and establish lasting connections with back-to-school shoppers. Partner with Lamar to capitalize on the potential of OOH advertising and make this back-to-school season your most successful one yet!

Key Takeaway Stats from OAAA Study

  • 68% of respondents notice OOH ads en route to retailers or near store


  • Higher OOH ad engagement among multicultural consumers (Black: 78%,

          Hispanic: 76%, Asian: 73%).

  • 42% of consumers report OOH ads directly impact their shopping


  • 75% of adults notice OOH ads inside stores, with higher rates among

          adults 30-44 (81%), those making over $100K (81%), and consumers with

          post-grad degrees (85%).

  • Among adults who find OOH impactful, the ad messages that have the

          most influence on how much they purchase at a store are: “buy-one-get- one free,”

          discount/promo codes, and free shipping or delivery.