End-of-year Recap: OOH Insights + Consumer Engagement

Published: December 1, 2023

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

Let’s dive into the report to discover how out-of-home (OOH) has captured audience attention and engagement this year!

OOH ads capture audience attention and engagement!

Ads are successfully capturing consumer attention, with key factors including:

62% featuring their favorite brand or product
52% highlighting local businesses, artists, or events
51% showcasing their favorite artist, celebrity, or influencer
48% providing access to new products from their favorite brand

The creative elements in Out-of-Home (OOH) ads that prove most effective in engaging consumers include:

45% being colorful and vibrant
38% portraying something clever or funny
36% featuring a simple design, few words, and easy readability
32% being big and bold

OOH advertising not only captures attention but also drives tangible results, as evidenced by 78% of US adults taking action after noticing an ad. Among those who took action:

44% looked up information about the advertiser
41% watched a TV show
29% visited the advertiser's social media
29% visited the advertiser's website

And so does DOOH!

DOOH generates consumer engagement, with 70% noticing digital billboard ads. Of those, 65% took action, and 52% engaged on mobile devices.

Nearly 50% of adults find contextual OOH ads more interesting, with variations by demographic:

55% among those with postgraduate degrees
51% for adults aged 30 to 44
51% for those with a household income exceeding $100,000
46% for Hispanic Americans
45% for millennials

Offline Magic, Online Impact

Social media is increasingly becoming a significant player in the OOH advertising landscape.

The prevalence of OOH ads on various social media platforms is noteworthy:

65% on TikTok
64% on Facebook
62% on Instagram
59% on Snapchat
54% on Twitter

Particularly, Gen Z and Millennials are actively engaging with OOH ads on social media:

67% of Gen Z and Millennials have encountered an OOH ad on social media.
91% of Gen Z and 82% of Millennials express willingness to reshare an OOH ad on social media.

Mobile + Online Activation

OOH Ads significantly enhance all media plans, yielding a +40% OOH boosts ROI of search!

Notably, OOH proves to be exceptionally effective in driving online activation. OOH ads drive viewers to take various actions, such as:

41% utilizing a search engine
33% conducting searches on social media
33% visiting a website
30% searching for video content

Also, OOH is a catalyst for mobile activation, with 76% of adults taking action on their mobile devices after recently encountering an OOH ad. These actions include:

51% looking up information about the advertiser
43% making an online purchase
33% visiting a company's website
31% accessing coupons, discount codes, or other information using a QR code.

OOH advertising is grabbing consumers attention and driving actionable results! If your brand is prepared to launch a DOOH campaign, our experienced team is poised to assist you in planning your campaign! Email us at concierge@adomni.com today.

Written By: Julia Cramer

To get the latest updates on out of home advertising, digital marketing and technology, follow us on: