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OOH promotion rises as majority of Americans plan to travel this summer

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March 16, 2022

About 85% of U.S. adults are expecting to travel this summer, taking more vacation time than they did in 2021, according to OOH Consumer Insights and Intent — Q1 2022 report from the Out of Home Advertising Association of America, a national trade association for the OOH media marketplace, conducted in partnership with The Harris Poll.

Also, 80% of workers expect to be commuting in Spring of 2022, rising to 84% by Summer 2022, and by that time most anticipate going to the office five days a week.

"With 'hitting the road' on the rise, out of home advertising will fuel even more brand engagement," Anna Bager, president and CEO, OAAA, said in a press release. "While this research highlights its power for automotive marketers, more Americans traveling and commuting will increase the opportunity for OOH across all categories to reach an audience that's looking forward to being on-the-go. Marketers would be wise to include OOH in their plans to take full advantage."

With short- and long-haul travel on the agenda, many Americans recall seeing OOH advertising focused on the automotive sector. Half of Gen Z, millennials, men and urbanites in big cities with more than 1 million in population reported seeing an automotive brand or dealership OOH ad recently. Over two in five (43%) who recall these OOH messages said that the experience prompted them to actively engage with the ad, whether visiting the brand/dealer's website (38%), researching the advertised brand/dealer (38%), sharing information with friends or family (30%), visiting the brand/dealer's showroom (23%) and more.

"These findings confirm the good news that Americans are ready to get out and about," John Gerzema, CEO, The Harris Poll, said in the release. "Whether they are on-the-road, on public transit or flying, all modes of transportation will be seeing an uptick and OOH is an excellent way to gain mindshare and drive action."

The Harris Poll conducted the online survey from Feb. 9-14, 2022, with a representative sample of 1,000 U.S. adults over 18 years old. Data is weighted to reflect the U.S. general public across age, gender, race/ethnicity, region, income, household size and employment. Founded in 1891, OAAA is headquartered in Washington, D.C. with offices in New York City.