Out-of-home TV ads have more actionable engagement amongst millennials

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 21, 2019, 5:28 PM UTC

Audiences tend to watch live sports events in bars and restaurants.

This piece says that while millennials are shifting towards streaming services, they are also consuming traditional TV outside of their homes. According to a report by Neilsen, 65% of the viewers consume linear TV ads in their friends’ houses, while 37% have watched TV in a restaurant or a bar.

The article says that OOH TV ads reduce the gap between “passive observation and actionable engagement among millennials”. The survey found that more than 40% of people who watched the ads have either made a purchase online or in-store.

According to this article, ads which occur out-of-home creates more community engagement with the brand, as audiences are likely to discuss it with their co-viewers. 60% of the survey respondents who saw OOH TV said that they talked about the brands they saw on TV.

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