New research from Out of Home Advertising Association of America (OAAA) and The Harris Poll revealed increased OOH engagement, especially among younger generations. 
In partnership with OAAA, the newest Harris Poll revealed that amid the holiday season and into the foreseeable year of 2022, individuals, specifically younger generations, are spending more time out of their homes, traveling, and shopping. As a result, there has been a 42% increase in consumers noticing OOH ads. Notable trends and statistics include: 
Travel Optimism:
  • 48% of Americans have already made travel plans for the first half of 2022 and 26% plan to make travel plans
  • The percent of everyday commuters has risen from 45% to 60%
  • 78% of workers will be commuting a least part-time in early 2022
Digital Fatigue & OOH Ad Attraction:
  • 85% of those who have noticed OOH ads find them useful
  • 71% often tune out ads on digital devices
  • 69% are concerned about personal security and data when shopping online, including 72% of Gen Zers and 77% of Millennials
  • 39% of consumers report to be trying to spend less time on their phone/computer
  • 82% of both Gen Zers and Millennials say they are open to seeing some type of ad within VR or AR
OOH & Social Media Reaching Younger Generations:
  • 67% of Gen Z and Millennials recall seeing an OOH ad reposted on a social media platform
  • 91% of Gen Z and 82% of Millennials would reshare an OOH ad on social media
  • An interesting finding is that young people are doing more than posting about the OOH ads they see:
    • Almost three-fifths of US consumers have engaged with OOH ads, including 85 percent of Gen Zers and 78 percent of Millennials 
In all, consumer’s desire to get outside, privacy concerns, and OOH’s intersection with social media, specifically within younger generations, has boosted OOH engagement and ad excitement.

Sources: OAAA-Harris Poll Consumer Insights and Intent Early 2022 Executive Summary
OOH Media Opportunities: Consumer Insights and Intent – Early 2022
OAAA: Consumer Engagement with Out of Home Media

Published in Blog , about #Audiences, #New York