Sales Tips: OOH Ads for Insurance, Agents and Brokers Generate High Awareness and Action

Almost half (49%) of adult consumers are noticing OOH ads more than a year ago, but an even higher number (53%) have recently noticed ads for insurance, including agents and brokers, according to the latest study from OAAA and The Harris Poll.  

Insurance is a segment of a top 10 industry category in OOH ad spend: Insurance & Real Estate. OOH ad spend for insurance, which includes medical, auto, homeowners, agencies and brokers, is down slightly (-8%) the first half of 2022, primarily due to decreased investment from agencies and brokers. However, the automobile, life, medical and dental insurance segments for OOH ad spend are up 33 percent January – June 2022.

The Harris Poll study found that key consumer segments are noticing OOH insurance ads at even higher rates than the 53 percent of adult consumers, and these include:  

  • 76% of Millennials
  • 69% of Gen Z
  • 64% of Urban residents in cities of one million plus population
  • 61% of Urban residents in cities under one million in population
  • 60% of adults in the Northeast US
  • 59% of Men

Over three-quarters (77%) of consumers who recently noticed OOH insurance ads were prompted to take action, as noted in the chart below.

The research also highlights the types of OOH ad messages most likely to engage consumers are those focused on benefits offered, pricing and promotions. To leverage these important insights and help your clients maximize engagement with their target market, OAAA members can download the full Q4 Harris Poll study and insurance Infographic here.

Source: The Harris Poll, Kantar