Impact of OOH in key market categories
A new study, published in April by The Harris Poll and OAAA (Out of Home Advertising Association of America), highlights that outdoor advertising is an attractive and highly effective medium for capturing consumer attention and driving brand interaction.
The report “OOH Impact on Key Product Categories” explains how these campaigns can maximize engagement and influence audience behavior effectively by focusing on key aspects such as price, benefits, and product features across five categories: restaurants, beverages, personal care, real estate, and employment.
Restaurants stand out, with 9 out of 10 consumers showing interest in OOH ads and 86% taking some action after seeing one. They primarily seek information about location, savings opportunities, and new dishes or drinks. The impact is greater among men, younger consumers, and residents of large urban areas.
Non-alcoholic beverage OOH ads also generate impressive attention: 73% of adults recall them, and 56% have seen one in the last month, with new products (45%) and savings opportunities (41%) standing out. Similarly, the personal care industry benefits from outdoor advertising, with 84% of adults expressing interest in these ads.
Additionally, OOH advertising is fostering connections between employers and potential candidates. While content focused on salary information (48%) and benefits (39%) is rated as the most attractive, 75% of people report taking some action after seeing a job-related ad. The real estate category also stands out, leveraging Out of Home advertising for property and real estate agent recognition. 68% of consumers confess interest in real estate ads in outdoor advertising.
