Goldsun Media, in collaboration with Coc Coc, released a report titled "From Gaze to Action: OOH Activates Online Behavior of Vietnamese People". The report offers insights into the role of out-of-home (OOH) advertising in the modern consumer journey, from attracting attention and stimulating information search to influencing purchase intent and behavior.

Out-of-home advertising has long been considered a channel for building brand awareness along roads, on buildings, or in crowded areas. However, the widespread use of smartphones is expanding its role. After seeing a message on the street, users can continue searching for products, viewing reviews, or accessing social media or e-commerce platforms directly on their phones.

Data from the Coc Coc and Goldsun Media study indicates varying levels of attention across age groups. Millennials (25-34 years old) show a 50% rate of frequently noticing out-of-home advertising, higher than Gen Z's 38%.

Differences also emerge based on occupation. The rate of frequent attention reaches 57% among managers and business owners, while office workers and household businesses both record 43%. These figures suggest that out-of-home advertising not only reaches a large audience but also frequently appears during the commutes of working individuals. The analysis group posits that OOH serves as both a mass-reach format and a precise channel to target the "wallet holders" of the economy, those who consider streets an integral part of their daily commute and experience.

A company's OOH billboard on Nguyen Hue Walking Street. Photo: Goldsun Media

Besides viewer characteristics, time spent outdoors also influences exposure. The longer people commute, the greater their likelihood of being influenced by advertising messages, creating effective repeated exposure opportunities.

Advertising placement therefore plays a significant role. About 63% of surveyed individuals reported encountering advertisements at intersections, roundabouts, or along major roads. Building facades, offices, and apartments follow with a 59% rate. These are areas with high traffic or relatively long observation times.

From street-level attention, the user journey can continue in the digital environment. According to the report, 82% of Millennials conduct information searches after exposure to out-of-home or digital out-of-home advertising.

Search methods differ across age groups. For Gen Z, social media plays a prominent role. About 51% of this group prioritizes searching on Facebook, TikTok, or Instagram after seeing out-of-home advertisements. The content they are interested in often relates to product prices, reviews, and other user experiences.

An OOH billboard at an airport. Photo: Goldsun Media

Meanwhile, Millennials value practicality and immediate conversion. Their primary goal is to find the nearest store location. Notably, 43% of Millennials tend to go directly to e-commerce platforms to find products after viewing out-of-home advertisements. Currently, 25% of users have developed the habit of scanning QR codes directly on billboards to quickly connect with brands.

The report also indicates that the development of digital out-of-home (DOOH) with large LED screens is changing how users interact with street advertising. Among the types surveyed, LED screens receive 36% attention. The ability to display dynamic images, change content, and utilize large sizes helps this format stand out in urban spaces.

However, attraction capabilities also have limitations. Nearly 50% of users report ignoring out-of-home advertising due to focusing on driving. This makes the time available for message delivery often quite short, especially on high-traffic roads.

Therefore, simple designs are prioritized by survey participants. Content should help viewers quickly recognize the brand, product, or key information rather than requiring them to read many details while moving. Online connectivity elements can also be added depending on the customer group: Gen Z is more interested in QR codes accompanied by vouchers or offers, while Millennials value practical utilities such as navigation maps, store information, or technology that facilitates a quick transition from advertisement to a phone-based experience.

Billboards are placed in easily observable locations. Goldsun Media

These data indicate an increasingly close relationship between out-of-home advertising and online channels in the consumer information journey. A billboard can create the initial touchpoint on the street, while smartphones continue to handle the steps of searching, comparing, reviewing, or purchasing.

According to Goldsun Media, market research reveals that OOH and DOOH remain powerful "upper funnel" tools for increasing brand awareness and promoting new products, serving as a physical "bridge" guiding customers into a business's digital space. Effectiveness, therefore, depends not only on the size or placement of the billboard but also on its ability to create a clear enough message for viewers to continue their research after initial exposure.

Hoang Dan