Nielsen Study Shows DOOH Ads Drive Real-World Results

We see them every day.

Whether we’re walking downtown, catching a flight, or waiting on a subway platform, digital billboards and screens have become a regular part of how we experience cities, airports, transit stations, and even taxis. But have you ever stopped to wonder if these digital out-of-home (DOOH) ads actually work?

Well, the short answer is yes. Absolutely.

In partnership with Nielsen, the Out of Home Advertising Association of America (OAAA) recently released two major studies to dig into exactly how effective digital out-of-home ads are. And the results? They’re hard to ignore.

What Did Nielsen Study?

Nielsen looked at DOOH advertising in two key ways:

Billboards, street furniture, airports, and other place-based formats
(Surveyed across the top 30 U.S. markets)
Transit formats like rail, subway, train, and taxi ads
(Surveyed across the top 6 transit-heavy markets)

They surveyed travelers and consumers in those areas and asked them what they noticed, how they responded, and—most importantly—if they took any action after seeing a digital ad.

So… Do People Actually Notice Digital Billboards?

Yes, they do. And not just a few.

Nearly two-thirds of DOOH viewers said they’ve taken some kind of action after seeing a digital billboard. That includes:

Visiting a website
Searching for the business online
Visiting a store or restaurant
Sharing or interacting on social media
And using their mobile device to engage further

That’s huge. It shows that digital billboards don’t just look good—they work.

Mobile Behavior: The Second Screen Effect

One of the most powerful insights from this report is how DOOH drives smartphone activity.

According to the study:

Over 50% of people who saw a digital billboard used their phone to take action within the past year.
For transit and street furniture ads, that number jumped to around 60%.

This tells us that digital out-of-home advertising isn’t competing with mobile—it’s working with it. Seeing an ad in the real world triggers people to look it up, share it, or buy it on their phone.

Why DOOH Works in Today’s World

Digital out-of-home advertising brings something special to the table. In a world full of digital distractions and skipped YouTube ads, DOOH stands out. You can’t scroll past a billboard on your morning commute. You can’t mute a transit screen while waiting for your train.

That’s part of the magic. But the real power lies in how flexible, dynamic, and immediate DOOH ads can be.

Here’s what that means:

A business can change their messaging in real time.
Ads can be timed for weather, events, time of day, or even audience behavior.
Creative can be tailored for specific locations, demographics, or even commuter routes.

This isn’t your average static ad. DOOH is smart, targeted, and impactful.

Let’s Talk Numbers: DOOH by the Stats

Here’s a quick breakdown of how DOOH performs across different ad formats:

🛣 Digital Billboards

52% of people noticed a digital billboard that gave directions to a nearby business.
57% of those people immediately visited that business.
Of those who visited, 93% made a purchase.
52% of smartphone users took some sort of action on their device after seeing the ad.

Takeaway: Digital billboards get noticed. They drive immediate foot traffic and convert into real sales.

🚏 Digital Street Furniture

(Think: digital ads at bus stops, benches, kiosks, and sidewalks)

51% of viewers noticed ads with directions.
65% went to the business right after.
92% of them bought something.
62% used their mobile device to follow up.

Takeaway: These are high-traffic spots that people see daily. Smart placements here can directly influence buying decisions.

🚇 Digital Transit Ads

(Rail, subway, train stations, and taxis)

Over 50% saw an ad with business directions.
48% immediately visited the business.
Over 80% of them bought something.
Around 60% used their smartphones to take action.

Takeaway: Commuters are paying attention—and acting fast. That’s a huge win for local businesses or national brands alike.

🏬 Digital Place-Based Ads

(Inside venues, malls, airports, gyms, etc.)

45% of people noticed a place-based DOOH ad with directions.
70% visited the business after seeing the ad.
89% of those visitors made a purchase.
54% took mobile action afterward.

Takeaway: People are highly engaged when they’re already out and about. Meeting them with relevant ads in these spaces drives results.

Why These Results Matter Right Now

In today’s fast-paced, media-saturated world, marketers are looking for ways to cut through the noise. Digital billboards and other DOOH formats are doing just that—and more.

They’re not just raising awareness…
They’re driving action.
They’re boosting foot traffic.
And they’re closing sales.

Plus, DOOH advertising doesn’t come with the same challenges as other ad types:

You can’t install an ad blocker on the highway.
You can’t “skip” a transit station screen.
There’s no competition with user-generated content or clickbait.

It’s just your message—clear, visible, and powerful.

DOOH + Traditional OOH = A Complete Strategy

The Nielsen study also makes a great point: traditional printed billboards and digital ads don’t have to compete. In fact, they complement each other beautifully.

Printed OOH provides 24/7 brand visibility. It’s always on. Always there.
Digital OOH adds flexibility. It’s perfect for timely messages, promotions, and adaptive campaigns.

By combining both, you get the best of both worlds:

Long-term brand presence and instant creative updates
Static reach plus dynamic engagement

What Should Marketers Do With This Info?

Here’s how to turn these insights into strategy:

1. Think Cross-Channel, Not Single Channel

Use DOOH to drive people to your website, social media, or store—and track it with unique URLs or QR codes.

2. Use Directional Messaging

People clearly respond to “Visit us now” or “Turn left at the light” calls-to-action. Give them a reason and direction, and they’ll follow.

3. Target the Right Location

Match your ad to the environment. If you’re promoting a lunch spot, hit transit hubs near offices during commuting hours. Selling a service? Use airport or gym screens to target traveling professionals or fitness-minded audiences.

4. Mix Static and Digital

Don’t ditch your printed billboards—layer your strategy. Use digital for time-sensitive offers and printed for consistent branding.

5. Design for Mobile Follow-Through

Make it easy for someone to scan a QR code, remember your name, or search for you later. They’re going to use their phones—help them do it.

Final Thoughts: DOOH Is the Real Deal

Digital out-of-home advertising isn’t just the future—it’s the now. The Nielsen studies prove what many advertisers already know:

When you use DOOH the right way, people notice, people act, and people buy.

That’s what marketing is all about.

So the next time you’re planning your ad strategy, don’t forget what’s happening out there on the streets, in the subways, on the sidewalks, and in the skies. Because out there… DOOH is working.

Need help building a DOOH campaign that gets real results?
Whistler Billboards can help you design, place, and optimize digital out-of-home ads that drive action and deliver ROI. Let’s get started.

Source: Nielsen Research: DOOH Engages Consumers and Drives Activations