The top performing product industry for OOH ad spend, according to Vivvix, is the broad industry they label Local Services and Amusements. Within that industry, the top product category has historically been Hospitals, Clinics & Medical Centers for at least the past ten years. However, the second quarter of 2023 revealed the impressive strength of the Legal Services category as it moved into the top spot on the product list. In fact, Legal Services has put together an impressive growth streak of nine consecutive quarters, as detailed in the chart below.
The Legal Services category growth reflects the effectiveness of OOH noted in just-released research from OAAA and The Harris Poll showing OOH ads for legal services were recently seen by almost two-thirds (64%) of US adults, with even higher notice rates occurring with men, Millennials, Gen X, and urbanites in cities with populations over one million.
Beyond the impressive level of notice rate the ads generate, over 41 percent of those who recently saw an ad reported it generated an action on their part, and the rate jumps to 63% among urbanites in cities with populations over one million. As seen in the chart below, the top actions generated were word of mouth discussion, search and website visitation.
For additional insights on the Legal Services category and OOH ad messages most likely to engage consumers and drive action, OAAA members can access the full Harris Poll study, along with the supporting Infographic here.
Source: OAAA, The Harris Poll, Vivvix
Published: October 4, 2023
Published: October 26, 2023