A recent Harris Poll consumer insights study from the Out of Home Advertising Association of America indicates high relevance and impact of OOH ads for financial services.
As Americans become increasingly concerned with the state of their finances, they have also become more responsive to out-of-home advertising. Accordingly, financial brands are leveraging our medium to reach wary consumers with relevant messages of savings, services, and more.
Survey responses from The Harris Poll indicate that 56% of consumers have recently noticed OOH ads for financial services. This awareness spikes among younger urban consumers, with 70% of Gen Z, 76% of Millennials, and 70% of consumers in large cities having been reached by these ads.
With the prominence of our urban ad panels and consumers’ heightened awareness when outside of the home, financial advertisers have an opportunity to broadcast key brand information that addresses the most common customer concerns and preferences.
When asked which financial services ad messages they find most relevant, 37% of survey respondents said rewards offered, 34% said benefits offered, and 29% said promotions and deals.
Out-of-Home’s impact goes far beyond the achievement of mass awareness. Findings from the recent Harris Poll indicate the medium’s ability to drive valuable action after initial exposure.
Of the 73% of consumers who had engaged with an OOH ad for financial services, 32% of survey respondents (50% Gen Z) read reviews online, 30% visited the advertiser’s website, 30% searched the advertiser online, and 24% downloaded the advertiser’s app.
Out-of-Home continues to offer unmatched access to consumers looking to save a couple bucks and secure their financial future. It’s for this reason that top brands from banks to digital software trust JCDecaux to stand out and grow their customer base in key urban markets.