A Lookback at 2023 OOH Growth

Published: December 8, 2023

The Harris Poll and OAAA released an in-depth overview of the key trends & consumer insights for 2023. 

Let’s delve into the report to explore the expansion of the out-of-home (OOH) industry and the latest discoveries for the year.

2023 Consumer Trends Overview

Consumers are increasingly grappling with digital fatigue:

  • 78% are frustrated with ads that disrupt their viewing, listening, and reading experiences
  • 73% are concerned regarding personal security and data privacy
  • 68% routinely bypass online advertisements
  • 43% are proactively seeking ways to reduce their screen time

The travel trend is on the rise, as 60% of adults intend to embark on holiday journeys! Among those who are traveling:

  • 47% will travel distances exceeding 500 miles roundtrip
  • 44% are vacationing longer compared to last year 
  • 36% are traveling even farther than last year 

Holiday spending is in full swing, with the bulk of shopping activity taking place in November!

Consumers are allocating their budgets predominantly to the following product categories:

  • 60% on clothing
  • 41% on tech purchases
  • 37% on toys

Ad messages that are most relevant for shoppers during the holidays are: 

  • 87% value or savings
  • 80% convenience and/or location
  • 73% special delivery options
  • 64% businesses supporting the local community 

OOH is Leading the Media Landscape

DOOH increased by 24.2% this year, overshadowing Total Media which only grew by 7.2%!  

OOH ad spend experienced an upswing of 20.7%, reaching $8.6 billion. This growth was evident across all category formats, including: 

  • 67% of place-based 
  • 49% of transits 
  • 27% of street furniture 
  • 13% of billboards

Also, OOH generated the highest ad recall with 86% for OOH and 84% for DOOH!

Programmatic is on the Rise

The ascendance of programmatic advertising is evident, particularly in the DOOH landscape. 

Omnichannel Demand-Side Platform (DSP) integrations into DOOH supply-side platforms are experiencing continual expansion.

In 2023, programmatic DOOH is anticipated to:

  • Showcase a growth projection of 48% over the previous year.
  • Constitute 23% of the overall DOOH market.

Key factors propelling this surge include:

  • Shortened lead times.
  • Increased flexibility.
  • Aggregated scale.
  • Consistent targeting and data precision.

Product Categories

The following five product categories most prominently led OOH ad spending: 

  1. Hospitals, clinics, and medical centers
  2. Legal services
  3. QSR 
  4. Consumer Banking 
  5. Domestic Hotels and Resorts 

Some big-name brands that spent the most on OOH: 

  1. Mcdonalds
  2. Apple
  3. Google
  4. Amazon 
  5. Disney 

OOH Product Categories most relevant to consumers: 

  • 63% retail
  • 62% fast food 
  • 60% food and beverage
  • 55% health service
  • 54% consumer tech 
  • 52% auto 

Political OOH Ad Spend is on the Up and Up 

US Political ad spend projected to reach $10- $12 billion! 

Political OOH ad spend has risen nearly 15% from 2013 to 2022, with 66% of ad spend occurring in the second half

Nearly 85% of political OOH ad spend is locally driven!

Consumers are noticing OOH ads more than ever!

Mobility has significantly shifted with 86% of adults having driven or ridden in a vehicle and 56% of adults having walked in a town, city, or downtown in the past month! 

This shift in mobility has caused a surge in consumers noticing OOH!

  • Nearly 90% of adults have noticed an OOH ad 
  • 85% of adults look at OOH ads all, most, or some of the time 

OOH ads have evoked high favorability among consumers! 

  • More than 60% of adults view billboard ads favorably, higher than any competitive media 
  • The overall net favorability rating for OOH ads stand at 44%, outperforming digital media, radio, podcasts, and streaming audio 

Consumers not only notice OOH ads, but also 85% of viewers actively engage with these ads! 

Various types of OOH ad messages resonate strongly with consumers, including: 

  • 42% special offers and promos 
  • 38% COVID safety and hygiene
  • 29% awareness of new business/service
  • 25% advertiser service and business hours 
  • 21% advertiser website or social media information 

 

OOH is resonating effectively with consumers in 2023, and brands are taking notice. If your brand is prepared to launch a DOOH campaign and achieve tangible results, our experienced team is poised to assist you in planning your campaign! Email us at concierge@adomni.com today.

Written By: Julia Cramer

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