OOH ads see rising consumer attention

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 12, 2021, 3:06 AM UTC

34% of US consumers in big cities say that OOH ads influence their purchasing decisions.

Out of Home Advertising Association of America and The Harris Poll’s recent report found that 55% of consumers in big cities are noticing more OOH messaging and signages. As more US consumers resume commuting and adapt contactless technologies, OOH ads have become more prominent since COVID-19.

83% of respondents notice OOH ads while driving on highways and 82% saw them on local drives. Further, as more millennials and Gen Z look for safe dining and outdoor activities, brands could do well to display OOH ads in and around these areas.

Moreover, OOH help attract consumers who use tap-to-pay, QR codes, and augmented reality, as more people are using contactless tech. However, 75% of consumers have reported tuning out digital device ads due to excessive time spent on screen.

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