Join The Harris Poll CEO John Gerzema and OAAA SVP of Marketing & Analytics Steve Nicklin on Tuesday, September 12th, from 2-3 pm ET as they reveal OOH’s biggest year-end opportunities in the latest consumer insights study.

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As marketers seek to reach shoppers over the next few months, out of home advertising shows renewed, strong engagement for brands, especially across pharmaceuticals, video streaming networks, luxury, and alcohol

NASHVILLE, TN – March 29, 2023 Americans remain undaunted when it comes to spring and summer spending on travel, gifts, and luxury items. That’s the overarching view from a Harris Poll survey conducted with the Out of Home Advertising Association of America (OAAA), the national trade association for the entire out of home (OOH) media ecosystem.

Emerging from the uncertainty of the last few years, these latest findings pinpoint where consumer spending is the strongest right now, examine how any lingering unease is impacting spending priorities, and highlight key categories where OOH advertising is highly effective.

“Americans are adapting to continuous volatility with a new strategy: patience. While spending intent remains strong – especially in travel and experience-seeking – nearly half of all springtime shoppers are not tied to a specific timeline. Instead, they are moving week-to-week so as not to expose their household budgets to unnecessary risk. Overall, the mood remains upbeat because we want to travel, spend time with family and friends, and enjoy life,” said John Gerzema, CEO of The Harris Poll.

The report, “OOH Consumer Insights & Intent — Q1 2023,” examines consumer attitudes towards OOH ads from pharmaceutical companies, video streaming networks, luxury apparel brands, and alcoholic beverage marketers.

The topline findings include:

“Despite these unpredictable times, consumer confidence is growing. There’s a renewed desire to spend on travel and in-person experiences, and our research sheds light on OOH’s impressive impact here,” said Anna Bager, President and CEO, OAAA. “A third of consumers plan on spending more on summer vacations this year. This is a huge opportunity across national and local brands to engage the OOH medium.”

With the amount of seasonal spending and the modes of transportation people are factoring into their spring and summer plans, the opportunities to engage these consumers via OOH advertising is clear. That’s particularly true for marketing categories in medical drugs, high-end apparel, connected TV, and alcoholic beverages.

Consumer interest in OOH advertising messages is high across these categories: TV/video streaming product category (86%), alcoholic beverages (80%), pharmaceutical products (79%), and luxury apparel  (77%).

The ability to capture consumers’ attention is further manifested in the significant notice rates The Harris Poll recorded for those product categories. For example, OOH ads for alcoholic beverages ranked highest with 64% of Americans 21 or older saying they remembered a placement. Alcohol OOH ad recall was followed by TV/video streaming (59%), pharmaceutical products (54%), and luxury apparel  (47%).

The report found engagement after seeing an OOH placement for pharmaceutical, luxury apparel, or TV/video streaming is most likely to be a variation of online interaction (e.g., visit the company site, search for the brand/product online) while engagement for alcoholic beverages is most likely to lead to purchasing a product at a retail store.

Join Harris Poll CEO John Gerzema and OAAA’s Steve Nicklin on Wednesday, April 5th from 2-3 pm ET as they dive into actionable insights and reveal OOH opportunities from this latest consumer insights study. Register for the webinar here to secure your spot.


The Harris Poll conducted the online survey from February 14-21, 2023, with a representative sample of 1,005 U.S. Adults 18-64. Data is weighted to reflect the U.S. general public across age, gender, race/ethnicity, region, income, household size, and employment.