The latest consumer insights report from OAAA and The Harris Poll highlight the relevance of OOH across different product categories and the general importance of springtime marketing efforts.
Springtime Gift Purchasing:
With spring in full force, advertisers are preparing to launch marketing campaigns that target key retail holidays and events.
Summer Travel:
Spring is a crucial time for both travel brands and consumers alike, as a substantial segment of the population will book travel accommodations months ahead of their trip.
When it comes to accommodations and spending:
- 66% (71% Millennials) plan to stay at hotels
- 32% plan to spend more than in 2022
- 78% of those planning to spend more plan to spend up to 50% more than 2022
Alcoholic Beverages:
64% of consumers recently recall seeing OOH alcoholic beverage ads, including:
- 79% Gen Z
- 72% Millennial
- 78% consumers in large cities.
Consumers interested in OOH alcohol ads rate the following types of ads as relevant:
- 34% new products
- 32% price and/or cost-saving opportunities
- 28% variety of product offerings
Luxury Apparel:
47% of consumers recently recall seeing luxury apparel OOH ads, including:
- 64% Gen Z
- 59% Millennial
- 61% of consumers in large cities
Of the 86% of consumers (91% Millennials) who saw a luxury apparel OOH ad and engaged:
- 49% visited the advertiser’s website
- 33% watched product reviews on items from the brand’s social media
- 31% followed the luxury brand on social media
- 30% (35% Millennial) shared information by word-of-mouth
- 25% purchased a product from the brand online
- 24% purchased a product from the brand in-store
Pharmaceuticals:
54% of consumers recently recall seeing pharmaceutical OOH ads, including:
- 66% Gen Z
- 66% Millennial
- 70% consumers in large cities
Of the 78% of consumers (84% Millennials) who saw a pharmaceutical OOH ad and engaged:
- 38% visited the advertiser’s website
- 35% searched for more information about the product
- 35% (50% Gen X) made an in-store purchase
- 32% (38% consumers in large cities) shared information by word-of-mouth
Streaming:
59% of consumers recently recall seeing TV/Video streaming service OOH ads, including:
- 81% Gen Z
- 65% Millennial
- 67% consumers in large cities
Of the 82% of consumers (93% Millennials, 96% consumers in large cities) who saw a TV/Video streaming OOH ad and engaged:
- 43% searched for the advertiser online
- 37% visited the advertiser’s website
- 23% purchased/signed up for the streaming service online
