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According to an OAAA-Harris poll, consumers report nearly 50% more day-to-day travel and extended trips from out-of-home advertising.
Washington, September 29, 2022 /PRNewswire/ — Nearly 6 in 10 Americans (59%) plan to travel this holiday season, and private vehicles (64%) and airplanes (48%) are the preferred modes of transportation. These trips offer great promise for the OOH advertising industry, with consumers saying out-of-home ads are attracting more attention to everyday travel and special occasion trips than just a year ago (+49% & +45%, respectively).
These are some of the key findings in “OOH Consumer Insights & Opportunities Q4 2022: Holiday Travel & Shopping” from the Out of Home Advertising Association (OAAA), the overall national trade association for the out of home (OOH) industry, conducted by The Harris Poll.
A third (33%) of holidaymakers said they would travel longer distances than last year, while the results showed that inflation had only slightly (38%) affected the distance they expected to travel on holiday.
Inflation has a bigger impact on holiday shoppers, with nearly 9 in 10 (83%) saying they plan to adjust their holiday shopping to take the economy into account. Nearly half (46%) report planning to stay on budget. At the lock-in level, consumers say seeing ads about savings would be most helpful to them (75%). Still, a third (34%) expect to spend more on gifts this year than last – and a third of those shoppers (33%) plan to spend a lot more.
Additional Insights:
- Compared to last year, 24% of holiday shoppers will shop early this year
- Plans to spend up to 43% 500 dollars On holiday gifts
- Clothing, toys, and tech products are the biggest ticket items on shopping lists.
- 34% of holiday shoppers plan to use online retailers more than last year, followed closely by grocery stores (33%), big-box retailers (29%) and gas stations/convenience stores (28%).
“Americans will take to the streets and skies this holiday season, giving brands opportunities to capture their attention,” he said. Anna Bagger, President and CEO, OAAA. “While on-the-go consumers are realizing OOH advertising even a year ago, out-of-home marketers are finding their media mix ROI is ‘better’ than ever.”
“Both holidaymakers and consumers are facing inflation, but holiday plans are going ahead with enthusiasm,” he said. John Gerzema, CEO, The Harris Poll. “A third of holidaymakers plan to travel more – and a third expect to spend more on gifts this year than last – and another third plan to spend more. And it’s outdoors where the highest levels of awareness are seen in our data. Chances of attraction are high.
“OOH Consumer Insights and Opportunities Q4 2022: Holiday Travel & Shopping” is sponsored by The Foundation for Outdoor Advertising Research and Education (FOARE), a 501(c)(3) not-for-profit, charitable organization.
Visit https://bit.ly/3E65Zy9 to review all findings.
method
Harris Poll conducted its online survey with (September 2 – 6, 2022)), with a representative sample of 1000 US adults 18+. Data are weighted to reflect the general U.S. population by age, sex, race/ethnicity, region, income, family size, and occupation.
About OAA
The Outdoor Advertising Association (OAAA) is the national trade association for the outdoor (OOH) advertising industry. The OAAA represents more than 800 members, comprising more than 90 percent of the industry, including media companies, advertisers, agencies, ad technology providers and suppliers. OOH media includes billboards, street furniture, transit, location-based media and digital formats (DOOH) across all channels. The OAAA is a unifying voice for the industry, an authoritative thought leader and a passionate advocate for advancing OOH advertising. America. The OAAA Legislative Division advocates for the responsible development of OOH with federal, state, and local governments. OAAA member media companies donated 500 million dollars Every year in the public service announcement. In the year Founded in 1891, it is the headquarters of the OAAA Washington DCwith offices New York City.
About the choice of Harris
The Harris Poll is one of the longest-running surveys in the US, tracking public opinion, motivation and social sentiment since 1963, and is now part of Harris Insights & Analytics, a global consulting and market research firm that provides social intelligence for transformative times. We work with clients in three main areas; Twenty-first century corporate reputation building, brand strategy formulation and performance monitoring, and organic media acquisition in public relations research. Our mission is to provide insights and advice to help leaders make the best decisions possible. For more information, please visit www.theharrispoll.com.
Source: Outdoor Advertising Association of America
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