The latest consumers insights and intent report from The Out-of-home Advertising Association of America in collaboration with The Harris Poll points to increased OOH relevance among consumers ahead of the Holiday season.
With 49% of consumers noticing OOH ads more than one year ago, advertisers are seeing endless opportunities to reach consumers where they are most susceptible to brand messaging.
Holiday Shopping:
With over half of urbanites in large cities planning to spend a lot more on their holiday shopping this year, advertisers are looking to OOH to achieve early visibility and promote money-saving deals.
- 30% of shoppers plan to do most of their purchasing in November.
- 75% of shoppers find ad messages regarding value or savings.
- 48% of shoppers plan to spend the most on clothing.
Holiday Travel:
Among the 59% of US adults who plan to travel during the holiday season:
- 64% will travel by car
- 55% will travel at least 400 miles roundtrip
- 48% will travel by plane
- 33% will travel longer distances than last year
- 31% will take more holiday vacation days than last year
Social Media Engagement:
Social media continues to be valuable for prolonged ad exposure; according to the survey, younger consumers are highly likely to repost OOH ads on social platforms, and over half of social media users notice OOH ads reposted on platforms.
Of the 75% of users who saw OOH ads reposted on social media:
- 48% visited the company website
- 36% searched for the company online
- 35% read reviews of the company online
- 35% asked friends and family if they know about the company
- 27% followed the company on social media
- 25% downloaded the company’s app
Financial, Healthcare, and Insurance Services:
OOH holds especially high relevance for advertisers in the industries of finance, healthcare, and insurance.
Approximately three quarters of consumers who saw one of these ads performed actions including searching for more information online, reading reviews, and visiting the website.
- 56% of consumers have recently noticed OOH ads for financial services. Of those, 73% engaged with the ad.
- 58% of consumers have recently noticed OOH ads for healthcare. Of those, 76% engaged with the ad.
- 53% of consumers have recently noticed OOH ads for insurance, agents, or brokers. Of those, 77% engaged with the ad.