Robbie Thain
Founder, CEO
AI-generated illustrative image. Not an official campaign image.
New Harris Poll research links OOH media directly to real-world retail action. Learn how CPG brands must adapt field logistics to capture consumer demand.
On September 17, 2026, the Out of Home Advertising Association of America released new Harris Poll research detailing consumer responses to physical media. The study was commissioned by the research foundation of the OAAA and surveyed 2,015 U.S. adults on August 4 and 5 of this year. The findings deliver fresh data on the relationship between real-world marketing exposure and subsequent shopper behavior. This research arrives at a moment when brands are actively searching for physical channels that generate measurable commercial outcomes.
The Harris Poll study establishes concrete baseline figures for consumer attitudes toward physical media. The primary analysis focused on 1,474 adults ages 18 to 64. It reported that 73 percent of this group prefer products or retailers that engage them through in-person experiences or local outdoor events. The study found that 69 percent of consumers consider OOH advertising more human than online or mobile advertising, while 64 percent consider it more culturally relevant.
The research also measured intended actions following exposure to retail out-of-home advertising. According to the OAAA, 86 percent of consumers said they would take some form of action after seeing a retail OOH advertisement that interested them. The specific reported actions span both physical and digital channels. These include visiting a retailer website or app at 45 percent, searching online at 42 percent, and visiting a store in person at 33 percent.
The timeline of influence presents another critical data point for retail marketers. Fifty percent of respondents said retail OOH affects purchase decisions when encountered in the days before shopping. This figure rises to 59 percent immediately outside a store and 64 percent inside the retail environment. Additionally, the broader U.S. OOH market is expanding. Industry outlets reported Q2 2026 revenue reaching $3.16 billion, which is an increase of 10.7 percent year over year.
The study also highlighted strong recall rates among younger shopper demographics. OAAA’s research reported recent retail OOH recall of 77 percent among adults ages 18 to 64 and 81 percent among Gen Z. When consumers encounter a promotional message, they demonstrate a high willingness to participate. Eighty-seven percent said they would redeem a time-limited offer delivered through an OOH advertisement.
At Makai, we view these findings as validation of a highly disciplined approach to physical marketing. Marketers in the CPG and beverage categories face immense pressure to prove that live activations justify their budgets. This research indicates that physical exposure does not simply generate passive awareness. Instead, a well-placed physical touchpoint often bridges the gap between outdoor attention and the retail shelf.
The study reported that 80 percent of consumers associated live events with stronger brand memory. Another 80 percent said experiencing a product in person makes them more likely to consider it even if they do not purchase immediately. Live activations must be treated as commercial transaction environments rather than mere brand theater. A properly structured experiential campaign captures consumer attention and funnels it toward measurable outcomes.
We specialize in creating retail demos, product sampling programs, and roadshows that bring brands face to face with their audiences. Each program is designed to drive trial, build consumer relationships, and accelerate retail velocity across multiple locations. We blend physical and digital experiences by integrating QR codes, mobile technology, and real-world activations into a cohesive layer across retail, event, and tour experiences. A Brand Manager in the CPG space shared: "Makai transformed our test-drive activation into an emotional brand journey. They connected technology, lifestyle, and experience seamlessly, and turned casual visitors into loyal fans."
While survey responses measure intent, other market data points toward concrete behavioral shifts. A separate OAAA/Kochava analysis reported median lifts of 20 percent for in-person outcomes and 14 percent for digital outcomes across hundreds of campaigns. The industry recognizes that quantifying results from these physical channels remains a practical hurdle. Marketing Dive reported that measuring real-world media can be more difficult than tracking digital clicks, and industry participants are working on broader measurement systems. Brands creating programs that convert passing interest into direct shopper action must pair this survey evidence with rigorous campaign-level tracking.
Connecting an outdoor advertisement to a live event requires absolute operational control over field execution. If an OOH campaign tells shoppers that a product is available nearby, the field team must guarantee that the product is actually stocked. The OAAA research reported that 73 percent of consumers would visit a nearby store that same day if an advertisement indicated immediate stock availability. This consumer willingness puts immense pressure on inventory management, routing logistics, and daily staffing.
When planning a high-volume product trial, the physical flow of the trade show footprint becomes critical. The study reported that 89 percent of respondents would attend a live marketing event or promotional experience. The top incentives for attending were product samples or trials at 51 percent and free merchandise at 45 percent. Unique or immersive experiences followed at 33 percent, while live entertainment brought in 32 percent of respondents.
Among the consumers who had attended a live marketing event, 38 percent tried a product sample, and 40 percent reported making a purchase at the event. These numbers dictate a field strategy focused entirely on rapid conversion and efficient crowd management. If a brand cannot move visitors smoothly from the sample station to the transaction point, the initial attention is wasted. A further 79 percent of respondents said memorable experiences make a brand feel more authentic.
Translating that authenticity into sales means measuring the connection between live event exposure and subsequent retail sales with absolute precision. Field marketing directors must build campaigns that handle high consumer volume without operational friction. The reported effects of live marketing often continue well after the physical experience concludes. Among event attendees, 35 percent visited a website, and 33 percent posted about the experience on social media.
Later actions included 30 percent looking for the product in stores and 27 percent purchasing the product later. Brands building data-informed field activations for consumer packaged goods need clear protocols for capturing these leads and attributing delayed retail lift. Managing this downstream behavior demands strict CRM routing and follow-up processes. Without an established system for tracking delayed purchases, field teams will struggle to prove their ultimate impact on the pipeline.
The industry recognizes the unique impact of this integrated physical approach. Anna Bager serves as president and CEO of OAAA. She described OOH as a 'real life canvas' that can create moments people experience, remember, and act on. Her assessment aligns closely with the survey data showing a diverse set of intended consumer responses.
The Harris Poll data released this September shows a clear consumer appetite for physical brand engagement. However, intent to visit a store or try a sample does not automatically guarantee a successful transaction. Marketers must coordinate their digital landing pages, retailer apps, and store locator experiences to match their physical footprints. The real-world environments surveyed in August demand flawless logistical oversight from the street level to the retail register. If your outdoor media plan successfully drives thousands of shoppers to your live events, is your field execution actually built to capture, measure, and convert that physical traffic?
Translating broad out-of-home media exposure into measurable retail action requires flawless inventory control. To solve inefficient post event follow up and CRM routing, Makai provides complete logistical command. We store your sampling product and event gear, then ship, track, and coordinate delivery nationwide so every activation stays on schedule.
30 Years Experiential & Retail Activation Partner for CPG & Beverage Brands | Multi-Market Demos, Roadshows & Costco/Club Programs That Actually Sell
