Sales Tip: Top 2022 OOH Trends: Growth Projected at 11%

OAAA’s annual presentation, designed to provide insights and data to help members drive business, covered the five top OOH trends for 2022, and reviewed the six key topics in the government affairs arena. OOH is forecast to grow double digits for the second consecutive year, and the trends presentation offers strong proof points to take full advantage of the recovering economy. Members can access the complete presentation and recording here.

The five trends, and top line supporting data points, include:

The Rising Affinity Between Cities, People and OOH

In cities with populations of 1M+, among adult consumers:

  • 77% recently engaged with an OOH ad
  • 67% have seen OOH ads reposted in social media
  • 64% are noticing OOH ads more than pre-pandemic
  • 47% are noticing OOH ads much more

The Tech Revolution Always Touches OOH

Among the 57% of adult US consumers who have recently engaged with an OOH ad:

  • 46% of Gen Z and 38% of Millennials downloaded an app
  • 43% visited the advertiser’s website
  • 39% searched for more information on the brand or product
  • Programmatic OOH is projected to grow 56%

OOH as a Content Channel

  • 67% of Gen Z and Millennials have seen OOH ads reposted in social media
  • 65% of OOH viewers in cities of 1M+ find contextual OOH ads of greater interest
  • Digital OOH is forecast to grow 27%
  • The top ten Video OOH networks reach 30% more Adults 18-34 than cable or broadcast TV

A Reinvestment in Creativity

Among adult OOH ad viewers:

  • 85% of find them useful
  • 65% say ads featuring their favorite brand or product are the most engaging
  • 52% say ads highlighting local businesses, artists or events best capture their attention
  • 42% find ads about special offers and promotions most useful

OOH is the Key Ingredient

  • 11% projected growth rate, outpacing all traditional media
  • Top Ten brands in 2021: McDonald’s, Apple, Geico, Amazon, American Express, Coca-Cola, Allstate, Google, Walt Disney Pictures, HBO
  • OOH viewers are more likely to be younger and have higher incomes than the general population
  • OOH over-indexes with Black, Hispanic and Asian Americans
  • 72% of Gen Z and 62% of Millennials are noticing OOH ads more than pre-pandemic
  • 50% of recent OOH viewers made a physical purchase following ad exposure
  • 44% of experienced marketers for local businesses with $1M+ in revenue use OOH

Download the OAAA OOH 2022 Trends Infographic here.

On the Government Affairs side, the key topics to watch include:

  1. Political Ad Spending – November mid-term elections
  2. U.S. Supreme Court – billboard cases are pending
  3. Infrastructure Act – year one of increased transportation funds
  4. Privacy – push for regulations and consumer protections
  5. Cannabis Advertising – disparate and evolving state rules
  6. State Budgets – changing dynamics in state legislatures

Members can access the OAAA cannabis legalization and regulation map here.

Source: Borrell, The Harris Poll, MAGNA, Nielsen