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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
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 Consumer Insights and Intent Q1 - OOH OpportunitiesThis Harris Poll report highlights the key role OOH continues to play in consumer journeys and disseminating public safety messages during the COVID recovery. The research shows the pandemic provides OOH with unique opportunities as the medium continues to gain traction with consumers, while consumer digital device burnout continues to rise.
CLICK HERE TO VIEW INFOGRAPHICS.
Executive Summary
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 OOH Primed to Influence Black Friday and Cyber Monday ShoppersThis Black Friday/Cyber Monday survey of US adults reveals the heightened impact OOH has throughout the most important shopping season of the year
Infographic
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 COVID Impact on Consumer Behavior & Q4 2020 Shopping/Travel PlansThe Harris Poll study examines COVID-driven changes in consumer behavior produced, and reviews consumer intent for Q4 holiday shopping and travel. The research highlights heightened opportunities for advertisers to utilize OOH in driving consumer engagement.
CLICK HERE TO VIEW INFOGRAPHICS
Executive Summary
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 2020 NIELSEN DIGITAL OOH ADVERTISING REPORTThis report provides a detailed examination of consumers' exposure to digital OOH advertising, and how OOH influences their behavior across the billboard, street furniture, place-based and airport segments.
Infographics
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 2020 Nielsen Digital Transit Advertising ReportFocused exclusively on six of the largest markets in the US, this report examines consumers' exposure to digital transit OOH advertising, and how it engages them and the types of activations it generates.
Infographics
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 2020 Consumer Summer Vacation Plans SurveyThe OAAA-sponsored survey reveals significant OOH opportunities with 62% of vacationers planning to travel by car, and most planning to spend the same or more than last summer.
Infographic
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 Understanding the impact of COVID-19OAAA contracted with OnDevice to research the impact of the COVID pandemic on consumer behavior among adults 18+. The survey was conducted April 22 – May 1.
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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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 Arbitron Project Rushmore 2013 ReportThis study is a special examination of the relationship between out-of-home advertising and the Internet; specifically, the ability of out-of-home media to drive online search, website visits and social media activity.
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 Consumer Time Spent With Media An analysis of the shifting behavior of consumer time spent with media, including the decrease in most traditional media forms, except OOH, and the rise in internet and mobile.
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 National Commuter TrackerNielsen Scarborough offers an in-depth study of the U.S. market's heavy commuters.
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