Customer Experience

Poll finds OOH on rise as travel rises, OAAA reports

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September 30, 2022

The Out of Home Advertising Association of America announced that nearly 60% of Americans plan to travel this holiday season, with airplanes and personal vehicles being the preferred mode of transportation, according to a press release.

Teaming with Harris Poll, the OAAA released "OOH Consumer Insights & Opportunities Q4 2022: Holiday Travel & Shopping," which predicts OOH advertising to continue its post-lockdown growth, with consumers reporting that they are seeing ads more than they were last year (a nearly 50% growth from last year's poll results).

"Americans will be taking to the road and the skies this holiday season, offering opportunities for brands to capture their attention enroute," Anna Bager, President and CEO of OAAA, said in the release. "With on-the-go consumers noticing OOH advertising more than even a year ago, marketers who invest in out of home will find their media mix ROI to be 'merrier' than ever."

Shoppers and travelers report increased concerns over inflation, which may reduce travel and shopping this holiday season. 75% of polled shoppers say they would like to see advertising related to saving money, but a third report they intend to spend more on gifts than they did last year.

The report also found these key insights:

• 24% of holiday shoppers will be shopping earlier this year compared to last.
• 43% plan to spend up to $500 on holiday gifts.
• Clothing, toys and technology products are the biggest ticket items on shopping lists.
• 34% of holiday shoppers plan to use online retailers more this year than last, closely followed by grocery stores (33%), big box retailers (29%), and gas stations/convenience stores (28%).

"Both holiday travelers and shoppers are pricing in inflation, but holiday plans are going forward with zeal," John Gerzema, CEO of The Harris Poll, said in the release. "One third of holiday travelers intend to travel further — a third also expect to spend more on gifts this year compared to last — and another third plan to spend a lot more. And with high awareness levels shown in our data, out of home is more likely to grab the attention of consumers than just a year ago."