With revenge spending intent building and Americans hoping to let loose this summer, OOH will play a critical role, according to “Consumer Insights and Intent: Q2 2021 Summer Travel,” the latest new research report from OAAA and The Harris Poll. Over forty percent of consumers notice OOH more than they did pre-COVID, including 59 percent of consumer in urban cities of 1M+, 61 percent of Gen Z, and 64 percent of Millennials.
The study reinforced the key role OOH plays in driving awareness for public events with almost 70 percent (69%) of respondents reporting this effect. More specifically, nearly one-third (31%) say they typically become aware of fairs and concerts from OOH and over a quarter (28%) say the same for sporting events. Urbanites in cities of 1M+ are the most likely to become aware of concerts (44%) and sporting events (37%) from OOH.
As found in past research, the Harris Poll also detailed OOH’s strength in driving consumers online to seek more information about advertisers: half of consumers (49%) say they have used an online search to lookup information about an advertiser from OOH, including 60 percent of urbanites in cities of 1M+. A third of consumers report engaging in mobile device actions like social media and accessing coupons or discounts after seeing OOH ads.
OOH’s ability to drive online activation is particularly important at a time when 63 percent of adults report they often tune out digital device ads due to digital burnout. Another 45 percent of adults say they are actively trying to reduce time spent with digital devices.
Click here to access the full report, executive summary, and infographics.
Source: OAAA, The Harris Poll