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 (150 x 150 px).png?imgw=150) OOH Media Opportunities: Consumer Insights and Intent - Early 2022"Consumer Insights and Intent for Early 2022” is the latest insights report from Out of Home Advertising Association of America (OAAA) and The Harris Poll with an overview of opportunities for OOH media in early 2022 as consumer optimism and travel intent continue to rise as the pandemic recedes. Our latest survey finds nearly half of Americans planning to travel will do so regardless of COVID, consumers are noticing OOH at their highest intensity yet, social media proves to be an impressive amplification tool for OOH creative, and strong consumer engagement with OOH.
- Click here to download the executive summary
- Click here to view the infographic: OOH is Highly Relevant with Consumers
- Click here to view the infographic: OOH Will Intercept Even More Consumers in 2022
- Click here to view the infographic: Consumer Engagement with OOH Media
- Click here to access the webinar recording
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 Consumer Intent: Holiday Shopping and Travel 2021The 2021 holiday retail season presents enormous opportunity for retailers, especially as they look to make up ground lost in the pandemic. Consumer mobility is at or near COVID-era highs, and OOH has a unique position to engage consumers when they are most likely to act – at or near points of purchase. The latest consumer intent research from OAAA and OnDevice reveals the many opportunities for OOH to intercept consumers and help drive sales.
- Click here to view infographic: 2021 Holiday Travel & Shopping Consumer Intent
- Click here to view infographic: High Rates of OOH Advertising Notice Drive Engagement
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 Back to School Shopping 2021 - Consumer Intent and OOH OpportunitiesThe 2021 back to school (BTS) retail season offers a rare opportunity for retailers, as most school districts return to full-time in-person education. As a result, 67% of BTS shoppers plan to spend more this year than they did in 2020, and 46% will spend $501 or more on BTS supplies. Of the 67% of BTS shoppers who plan to spend more: 23% are planning to spend 51% or more than they spent last year; 36% intend to spend 26% to 50% more than last year; and 21% intend to spend 11% to 25% more than last year.
- Click here to view infographic: OOH - An Important Guide for Back to School Shoppers
- Click here to view infographic: 2021 Back to School Shopping - Consumer Intent
Full Report
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 Consumer Insights and Intent Q2 - Summer Travel“Consumer Insights and Intent: Q2 2021 Summer Travel,” is the latest new research report from OAAA and The Harris Poll signaling new opportunities for OOH this summer as consumer optimism and intent for travel is on the rise. This new survey finds that the rise of consumer travel confidence coincides with the rise of OOH advertising; more than half (51%) of consumers say they are going to travel as much or more than in pre-Covid times and since January, there has been a 4-point increase in big city dwellers stating that they are noticing OOH more now than before the pandemic began.
- Click here to view infographic: Increased Notice of OOH Drivers
- Click here to view infographic: OOH Will Influence Consumers
Executive Summary
Attachment One
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 Consumer Insights and Intent Q1 - OOH Opportunities
Data from The Harris Poll highlights the growing impact OOH is making on consumers during COVID recovery. Check out our infographic, executive summary, and full report to see how consumers are relying on OOH messaging to stay safe and informed--and how OOH ads are influencing the purchase journey as consumers experience rising digital device burnout.
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 OOH Primed to Influence Black Friday and Cyber Monday ShoppersHow are consumers approaching a Black Friday and Cyber Monday unlike any other? This survey reveals the heightened impact OOH has on the most important shopping days of 2020. Start with a recap of the key points in our infrographic, then check out all of the findings in the full report.
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 COVID Impact on Consumer Behavior & Q4 2020 Shopping/Travel PlansCOVID created a number of changes in consumer behavior, but as this study from The Harris Poll shows, there is no better time than Q4 2020 for OOH advertisers to drive engagement with consumers as they shop and travel. Explore the details in our infographic, executive summary, and full report.
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 2020 NIELSEN DIGITAL OOH ADVERTISING REPORTHow effective are digital OOH ads at driving engagement and action? Find out in our infographics and a full report based on Nielsen data. Get a detailed look at consumers' exposure to billboard, street furniture, place-based, and airport ads and how each one influences buying behavior.
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 2020 Nielsen Digital Transit Advertising Report
Focused solely on the 6 largest US markets, Nielsen's research examines consumers' exposure to digital transit OOH ads and the actions these ads inspire. Get an overview of the findings in our infographic, then read all of the details in the full report.
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 2020 Consumer Summer Vacation Plans Survey
COVID didn't derail 2020's summer vacation plans. An OAAA-sponsored survey reveals significant opportunities for OOH advertisers, especially since 62% of vacationers plan to travel by car. Get an overview of consumers' plans in our infographic, then read the full report for more detailed insights.
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 Understanding the impact of COVID-19
How did COVID affect consumer behavior shortly after lockdowns began? OAAA worked with OnDevice to study the impact on adults 18+ in a survey conducted April 22 - May 1. Explore all of the insights in our full report.
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 Nielsen 2019 OOH Advertising StudyThis report provides a detailed examination of American consumers' travel habits, their exposure to OOH advertising, and how OOH influences their behavior.
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 Nielsen 2019 Top Ten Markets OOH Advertising StudyFocused exclusively on the top ten markets in the US, this report provides a detailed examination of consumers' travel habits, their exposure to OOH advertising, and how OOH influences their behavior.
Appendix Data
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 Nielsen 2017 OOH Online Activation StudyOOH continues to deliver more online activity per ad dollar spent compared to television, radio and print. Additionally, OOH compares favorably to dollars spent on banner ads.
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 MRI/Simmons Benefits of OOH Advertising ReportWith it’s massive reach, OOH amplifies the impact of all other media investments by reaching the broadest possible audience. OOH is especially efficient at reaching consumers using mobile phones and digital video services.
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 Nielsen 2017 Poster Advertising StudyNielsen Scarborough offers a research study to better understand the role POSTER BILLBOARDS play in the out of home media landscape.
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 Nielsen 2017 OOH Compilation ReportTopline summary of four recent Nielsen studies on the value of OOH advertising and the many ways it engages consumers.
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 Nielsen Airport Consumer Study Clear Channel Airport’s 2017 Nielsen Airport Insights Study confirms airport advertising drives sales for national and local brands, significantly increasing web and foot traffic and spurring consumers to take action
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 Nielsen: Digital Place-Based Video Study 2013The goal of this research is to set universe estimates for digital place-based video by benchmarking the size and profile of total viewers across the United States. The persons estimates are projected against U.S. residents aged 18 or older and the demographic profiles focus on those who recall seeing a digital video display in specific environments in the past 30 days.
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 USA Touchpoints - OOH and Today's Mobile ConsumerThis study examines the ability of OOH to deliver messages relevant to the consumers’ environment and to drive mobile engagement.
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