News

Billups study finds hyper-local OOH viewing at all time-high

April 9, 2020

While customers are generally spending less time at many businesses due to the coronavirus, they are spending time at their local supermarkets and suburban areas, which is driving up OOH impressions, according to a study by Billups Inc.

The study found that visitation was down 75% to airports, 66% for hospitality, 56% to restaurants, 90% for theaters and 79% to malls. However, visitation rose with supermarkets by 16%, gas stations by 11% and general merchandise stores by 4%.

At the same time, OOH in local areas have risen significantly. For example, the Los Feliz Boulevard in Los Angeles has seen an 84% boost in OOH exposure, surpassing the Sunset Boulevard.

"These findings indicate there is opportunity for brands to capture consumer attention by focusing efforts in local communities with empathetic and responsible messaging," David Krupp, CEO Americas, Billups, said in the study. "I firmly believe there are opportunities for advertisers focused long-term to take advantage of the out-of-home space as availability increases and pricing decreases amidst demand changes."