Consumers report noticing nearly 50% more out-of-home advertising on daily trips and long trips, according to OAAA-Harris survey research
WASHINGTON, September 29, 2022 /PRNewswire/ — This holiday season, nearly 6 in 10 Americans (59%) plan to travel, and personal vehicles (64%) and airplanes (48%) are the preferred modes of transportation. These trips hold great promise for the OOH advertising industry, with consumers saying out-of-home ads caught their attention on daily trips and special occasion trips over a year ago (+49% and +45 %, respectively).
These are just some of the key findings from “OOH Consumer Insights & Opportunities Q4 2022: Holiday Travel & Shopping,” the latest research report from the Out of Home Advertising Association of America (OAAA), the trade association national survey for the entire domestic industry (OOH), conducted by The Harris Poll.
While a third (33%) of holidaymakers say they will travel a longer distance than last year, the results show that slightly more (38%) say inflation has had an impact on distance they plan to travel for the holidays.
Inflation is having an even bigger impact on holiday shoppers, with nearly 9 in 10 (83%) saying they plan to adjust their holiday purchases to reflect the state of the economy. Almost half (46%) say they plan to stick to a budget. Similarly, shoppers say seeing savings ads would be more relevant to them (75%). Still, a third (34%) expect to spend more on gifts this year compared to last year – and a third (33%) of those shoppers plan to spend significantly more.
Additional Information :
- 24% of holiday shoppers will shop earlier this year compared to last year
- 43% plan to spend up to $500 on holiday gifts
- Clothing, toys and tech products are the most important items on shopping lists
- 34% of holiday shoppers plan to use online retailers more this year than last, followed closely by grocery stores (33%), big box retailers (29%) and gas stations/convenience stores (28%).
“Americans will be hitting the road and the sky this holiday season, offering brands the opportunity to capture their attention along the way,” said Anna Bager, President and CEO, OAAA. “With on-the-go consumers noticing OOH advertising more than a year ago, marketers investing in outdoor will find their media mix ROI to be ‘happier’ than ever.”
“Vacationers and shoppers are factoring in inflation, but vacation plans are moving forward with zeal,” said John Gerzema, CEO, The Harris Poll. “A third of holidaymakers intend to travel further – a third also expect to spend more on gifts this year compared to last year – and another third plan to spend significantly more. And with levels of high brand awareness shown in our data, out of home is more likely to capture consumer attention than just a year ago.”
“OOH Consumer Insights & Opportunities Q4 2022: Holiday Travel & Shopping” was sponsored by The Foundation for Outdoor Advertising Research and Education (FOARE), a 501(c)(3) non-profit charitable organization.
To review all results, visit https://bit.ly/3E65Zy9.
The Harris Poll conducted the survey online from (September 2 – 6, 2022), with a representative sample of 1000 American adults aged 18 and over. Data is weighted to reflect the general American public based on age, gender, race/ethnicity, region, income, household size, and occupation.
The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire outdoor advertising (OOH) industry. The OAAA represents over 800 members, including leading media companies, advertisers, agencies, ad technology vendors and vendors, who represent over 90% of the industry. OOH media includes billboards, street furniture, transit, location-based media, and digital (DOOH) formats across all areas of the channel. The OAAA is the industry’s unifying voice, authoritative thought leader, and passionate advocate for the advancement of OOH advertising in United States. The OAAA Legislative Unit advocates for the responsible growth of OOH with federal, state and local governments. OAAA member media companies donate more $500 million annually in public service advertising. Founded in 1891, the OAAA is headquartered in washington d.c.with offices at New York City.
About the Harris Poll
The Harris Poll is one of the oldest surveys in the United States that has tracked public opinion, motivations and social sentiment since 1963 and is now part of Harris Insights & Analytics, a global consulting and research firm market that provides social intelligence for times of transformation. We work with clients in three main areas; build a 21st century corporate reputation, develop brand strategy and performance tracking, and earn organic media through PR research. Our mission is to provide information and advice to help leaders make the best decisions possible. For more information, please visit www.theharrispoll.com.
SOURCE Out of Home Advertising Association of America