The newest Harris Poll just revealed remarkable stats about the thriving power of OOH in today’s environment. Below are some of the key takeaways from the survey, reinforcing the strength of the medium through unprecedented times:

DIGITAL FATIGUE CAUSES DEMAND FOR THE OUTDOORS
 

-75% of consumers agree that they tend to tune out ads on digital devices as a result of looking at screens all day.
-72% try to get out of the house as often as they can.
-71% try to find safe outdoor activities to spend their time.

AN INCREASE IN OOH REACH & IMPACT

 

-Since the start of the pandemic, there has been a 41% increase in those who notice OOH ads, with a 5% increase of those who notice them “much more” since September. The advertising platform is heavily reaching Gen Z (60%) and Millennials (58%) and those who live in urban areas with a population of 1 million+ (55%).
-Consumers are noticing OOH the most while driving right now, with 83% noticing the medium while driving on the highway, and 82% while driving around their town or city. 89% of those who notice the medium reside in cities of 1 million+ people.
-63% are noticing OOH when walking around their town or city. 76% of this group is comprised of millennials.

DEMAND FOR AD CATEGORIES

 

-In urban centers of 1 Million+, people most remember seeing ads from the following categories: TV shows or movies (56%), new brands or products (41%), and restaurants (40%).
-Over half of consumers (51%) notice OOH containing public safety messaging, with over 71% saying that it makes them feel informed and safe. 77% think that it’s important for brands to acknowledge the ongoing COVID-19 situation in their advertising.


INFLUENCING PURCHASE DECISION WITH OOH
 

-In urban cities of 1 million+, 34% say that OOH influenced purchase decision.
-33% reported that it helped them discover a new brand.
-26% say that OOH informed them of a new business.


Digital device burnout is driving consumers out of their homes and into cities, resulting in higher rates of regular travel outside of the home for many individuals. Our inventory is located in key points in the streets and expressways of major urban markets of 1 million+, reaching the influx of people who are back to moving about for work or leisure.

Source: January 2021 Harris Poll - Consumer Insights and Intent