OOH Advertising Emerges as a Key Driver of Consumer Action in Latest Media Effectiveness Survey

The Korea Broadcast Advertising Corporation (KOBACO) has released the results of its “2025 Media Usage Behavior Survey,” showing that while television continues to dominate in terms of advertising recall and trust, out-of-home (OOH) media is carving out a vital role in driving consumer actions such as product searches and purchase intent.

Conducted between July 18 and August 11, the nationwide panel web survey covered 3,000 men and women aged 20 to 64. Respondents were asked to evaluate advertising effectiveness across seven media categories, focusing on four core indicators: ad recall, ad trust, purchase intent, and search intent.

Television, including PPL (product placement), topped all categories with 44.2 percent of respondents stating ads were memorable, and 45.4 percent saying TV ads prompted them to search for products. YouTube (34.7 percent) and social media (27.1 percent) followed closely in recall, while newspapers recorded the lowest score at 16.3 percent.

OOH advertising, while not leading the rankings, demonstrated competitive strength. In the “ad recall” category, OOH reached 26.0 percent—higher than newspapers (16.3 percent) and comparable to radio (24.6 percent). More significantly, 23.2 percent of respondents said OOH ads had prompted them to search for related products, a figure that underscores its role as a catalyst for consumer behavior.

In terms of purchase intent, OOH scored 19.5 percent, again outperforming newspapers (17.9 percent) but trailing behind television (41.7 percent) and digital platforms such as YouTube (36.4 percent). Ad trust remained relatively modest for OOH, with 17.9 percent of respondents considering it credible.

Industry experts interpret these results as evidence that OOH advertising serves a distinct function within the media mix. Unlike television or online ads, which build awareness and credibility, OOH thrives on frequency and visibility within daily life. Billboards, transit displays, airport screens, and digital signage reinforce brand presence where consumers live, commute, and shop, acting as the final nudge that translates awareness into action.

“Television and digital platforms are powerful for building initial recognition, but OOH is the medium that bridges interest and consumer action,” said one media analyst. “Its ability to capture attention in public spaces ensures that brands stay top-of-mind at the moment decisions are made.”

The survey results highlight that while television maintains its leadership, the strategic value of OOH lies in complementing other channels. By transforming passive exposure into active engagement—whether through a purchase or a product search—OOH advertising is reinforcing its position as an essential component of integrated media strategies.