End-of-year Recap: OOH Insights + Consumer Engagement
Published: December 1, 2023
The Harris Poll and OAAA released an in-depth overview of the key trends & consumer insights for 2023.
Let’s dive into the report to discover how out-of-home (OOH) has captured audience attention and engagement this year!
OOH ads capture audience attention and engagement!
Ads are successfully capturing consumer attention, with key factors including:
- 62% featuring their favorite brand or product
- 52% highlighting local businesses, artists, or events
- 51% showcasing their favorite artist, celebrity, or influencer
- 48% providing access to new products from their favorite brand
The creative elements in Out-of-Home (OOH) ads that prove most effective in engaging consumers include:
- 45% being colorful and vibrant
- 38% portraying something clever or funny
- 36% featuring a simple design, few words, and easy readability
- 32% being big and bold
OOH advertising not only captures attention but also drives tangible results, as evidenced by 78% of US adults taking action after noticing an ad. Among those who took action:
- 44% looked up information about the advertiser
- 41% watched a TV show
- 29% visited the advertiser's social media
- 29% visited the advertiser's website
And so does DOOH!
DOOH generates consumer engagement, with 70% noticing digital billboard ads. Of those, 65% took action, and 52% engaged on mobile devices.
Nearly 50% of adults find contextual OOH ads more interesting, with variations by demographic:
- 55% among those with postgraduate degrees
- 51% for adults aged 30 to 44
- 51% for those with a household income exceeding $100,000
- 46% for Hispanic Americans
- 45% for millennials
Offline Magic, Online Impact
Social media is increasingly becoming a significant player in the OOH advertising landscape.
The prevalence of OOH ads on various social media platforms is noteworthy:
- 65% on TikTok
- 64% on Facebook
- 62% on Instagram
- 59% on Snapchat
- 54% on Twitter
Particularly, Gen Z and Millennials are actively engaging with OOH ads on social media:
- 67% of Gen Z and Millennials have encountered an OOH ad on social media.
- 91% of Gen Z and 82% of Millennials express willingness to reshare an OOH ad on social media.
Mobile + Online Activation
OOH Ads significantly enhance all media plans, yielding a +40% OOH boosts ROI of search!
Notably, OOH proves to be exceptionally effective in driving online activation. OOH ads drive viewers to take various actions, such as:
- 41% utilizing a search engine
- 33% conducting searches on social media
- 33% visiting a website
- 30% searching for video content
Also, OOH is a catalyst for mobile activation, with 76% of adults taking action on their mobile devices after recently encountering an OOH ad. These actions include:
- 51% looking up information about the advertiser
- 43% making an online purchase
- 33% visiting a company's website
- 31% accessing coupons, discount codes, or other information using a QR code.
OOH advertising is grabbing consumers attention and driving actionable results! If your brand is prepared to launch a DOOH campaign, our experienced team is poised to assist you in planning your campaign! Email us at concierge@adomni.com today.
Written By: Julia Cramer
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