IRL 2 URL

The new OOH Playbook for online retail

Want to drive online traffic and sales? Then re-consider the real-world.

The truth is advertising shouldn’t be confined to online if you want your brand to grow. The key is to create connected experiences with customers, with omnichannel media that compliments the physical and digital ways we shop. Our brand new IRL to URL insights, from over 1000 respondents, highlight the latest consumer sentiment towards e-commerce, and the growing desire for in-person touchpoints, along the path to purchase.

And so, it’s back! IRL 2 URL: The new OOH Playbook for Online Retail.

Packed with all-new insights & taking inspiration from the categories winning in the channel, our latest work demonstrates the many ways brands can use Out of Home to deliver on their e-commerce objectives, in 2025 and beyond.

Explore some of the key findings below and reach out to discover how you can transform your brand's e-commerce performance with OOH.

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01 Out of Home and e-commerce

Brand Building is key to growth

As competition for consumers’ attention ramps up, securing mental availability is more vital than ever. A strong business needs a strong brand to earn their place in the minds of consumers, and connecting with category entry points is the perfect place to start.

Trusted, visible & accountable

With consumer confidence in online media declining rapidly, and competition for retailers at an all-time high, brands should leverage the trusted, public nature of Out of Home to make other channels work harder.

The science of Nudge

Let’s spill the beans - Entertainment and FMCG brands are absolutely crushing it with OOH. These categories are making the most of OOH’s powers to nudge consumers into action, and there’s a lot to learn (and love) from their approach.

They're connecting with shoppers in the right moments, using contextual & evolving creatives to drive audiences to act; all thanks to the flexibility of DOOH. And they’re leading the way in crafting unique, real-world experiences that drive engagement & sales.

They’re setting the bar high, and there’s plenty of inspiration for retailers to soak up!

The latest consumer view

In our latest study, IRL 2 URL, we’ve explored the current consumer mindset around e-commerce and analysed evolving shopping behaviours, leveraging insights from a comprehensive Toluna survey of over 1,000 respondents*.

While consumers continue to embrace the ease and convenience of online shopping, our findings reveal that physical stores remain an integral part of the shopping experience. Shoppers increasingly blend both in-store and online channels, driven by the ability to see, touch, and try products before making a purchase. Lingering concerns around the security and trustworthiness of online channels also highlight the ongoing importance of physical presence in building consumer confidence.

Explore the interactive stats below to see how these trends have shifted since our 2022 survey.

*Toluna survey of 1,000 nationally representative UK adults

The new OOH Playbook

Our latest insights and inspiration on how brands can utilise the power of Out of Home to deliver on their e-commerce objectives, hover over a section to learn more.

See the full research

For instant access to our Insight deck, and to arrange a presentation to see the full IRL 2 URL: The new OOH Playbook for online retail deck, please fill in this form and we'll be in touch shortly.

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