OOH’s historical growth in the first quarter of 2022 was fueled, in part, by key emerging product categories, including sports betting. In fact, the sports betting category jumped triple digits over Q1 2021. The 131 percent growth produced by the category is even more impressive considering 2021 OOH sports betting spend increased by 224 percent compared to 2020, and 529 percent compared to 2019.
To take advantage of this rapidly growing category, brands and agencies are increasingly turning to OOH to connect with their target consumers. Key highlights from the study are noted below, and OAAA members can download the full Q2 Harris Poll study and sports betting Infographic here.
Among US adults 18+, these consumer groups recently noticed OOH ads for sports betting:
- 54% of Urban residents in cities of one million plus population
- 51% of Millennials
- 46% of Gen Z
- 45% of Men
- 38% of Households with Incomes of $100K
- 37% of Households with Incomes $50K – $100K
Of those consumers noticing OOH sports betting ads, the ads engage over 60% of them:
Source: The Harris Poll, Kantar