Vistar Media study finds store locator placement impacts DOOH effectiveness

A new study by Vistar Media, in partnership with Omnicom Media and Annalect, reveals that including store locator information in digital out-of-home (DOOH) advertising can significantly increase consumer purchase intent. The research, titled ‘The store locator effect: How store information moves audiences from screen to store’, found that placement within the advertisement is critical to effectiveness.

According to the analysis of 7,200 consumers, placing location details at the top or bottom of a creative consistently outperformed middle placement. In fact, placing store information in the middle of an ad actually lowered visit intent by 10% compared to ads with no location details at all, as the information often competed with headlines and imagery.

The impact varied by product category. For consumer packaged goods (CPG) impulse buys, such as sweets and chocolate, purchase intent rose by over 110%. For retail and quick service restaurant (QSR) campaigns, bottom placement proved most effective for driving visit intent, while top placement drove the strongest intent for CPG campaigns.