Sales Tip: Consumers Look to OOH Ads to Help with Grocery Inflation

As inflation continues at near-historic highs, most consumers are looking for ways to stretch their dollars. While groceries are a necessary staple, shoppers are looking to shave expenses wherever they can. The most recent OAAA – Harris Poll study found 70 percent of consumers reported inflation was impacting their ability to afford groceries, and that OOH plays an important role in helping them save. 

These Harris Poll research findings support the growing ad spend OOH is capturing among grocery stores. Compared to the first half of the previous three years, OOH grocery ad spend January – June 2022 is up:

  • 18% over the first half of 2021
  • 27% over the first half of 2020
  • 12% over the first half of 2019

Kroger is leading the way with OOH spend nearing $8 million the first half of 2022. The grocery stores who are investing in OOH media in today’s challenging economic times are making a smart move. Almost 40 percent (37%) of consumers are paying more attention to OOH grocery ads featuring sales or promotions compared to just three months ago, including:

  • 42% of Gen Z
  • 48% of Urbanites in cities of 1M+ in population
  • 51% of Urbanites in cities of less than 1M in population
  • 53% of Millennials

An even more compelling reason grocery stores should be investing in OOH is over 60 percent (62%) of consumers engaging with OOH grocery ads report they would like to see more OOH ads featuring grocery sales or promotions, including:

  • 82% of Millennials
  • 71% of Urbanites in cities of 1M+ in population 

In addition to the key highlights from the study noted above, OAAA members can download the full Q2 Harris Poll study and grocery Infographic here.

 

Source: The Harris Poll, Kantar