The Home Improvement category, which experienced large ad spend increases during the pandemic, shows no signs of slowing down. In 2023, both the first and second quarters produced OOH ad spend highs against comparable quarters over the past three years. The second quarter of 2023 was of particular note as it generated the highest quarterly OOH spend since 2021, as illustrated in the chart below.
About six in ten (59%) of US adults have recently noticed OOH ads for home improvement stores, according to recent research from OAAA and The Harris Poll. The consumer segments showing even higher notice rates are men, Millennials, Gen Z, urbanites in cities with populations over one million, and those who live in the southern or western US.
OOH home improvement ads are highly effective in generating engagement, with over 70 percent of consumers stating recent OOH ad exposure created a response on their part. Top consumer actions produced were store website visitation, and in-store and online sales, as shown in the chart below. Action rates jumped to over 80 percent among urbanites in cities with populationsover one million and Gen Z.
Through the first half of 2023, just five retailers represent almost 30 percent (28%) of total OOH ad spend in the category. The list is led by Menard’s (over $2 million in spend), and followed by Lowe’s, Cabinets to Go, Home Depot and Ace Hardware.
For additional insights on the Home Improvement 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 11, 2023
Published: October 26, 2023