Get your brand out of hibernation: Dominate Spring and Summer with OOH Ads

Published: April 4, 2023

The Harris Poll, in partnership with OAAA (Outdoor Advertising Association of America), released the latest report, "Consumer Insights and Intent Q1 2023," revealing the impact of out-of-home (OOH) advertising has on consumer shopping behavior while they spend more time outside during the spring and summer months!

Let’s delve into the topline findings and see how advertisers can connect with audiences during the warmer months:  

Spring Shopping Surges

Springtime shoppers are opening their wallets and spending more this season, with a significant portion planning to increase their budget for occasion gifts compared to last year.

  • 80% of shoppers who plan to spend more on springtime occasion gifts intend to increase their budget by up to 50% compared to last year. 
  • Nearly half of shoppers are not purchasing gifts for a specific spring occasion. 
  • The month of May will generate the highest intended spend at 20%.

OOH Ads are Striking a Chord with Young Shoppers for Spring

  • Over half of Gen Z and Millennial shoppers found OOH to influence their purchasing decisions. 
  • These ads had a particularly strong impact on Mother’s Day, with 77% of Gen Z and 70% of Millennials indicating that it influenced their decision-making. 

Summer Travel Trends 

Nearly 90% of consumers plan to travel, up from 85% last year! 

Of those traveling: 

  • 75% will travel by car 
  • 59% will travel by plane
  • 10% will travel by bus
  • 9% will travel by subway 

And despite growing inflation fears, consumers are still devoting more dollars to summer travel

  • 32% plan to spend more on their 2023 summer vacation than in 2022.
  • Among those, 78% expect to increase their spending by up to 50% compared to last year.

These stats show a significant shift towards higher travel spending, possibly due to the easing of pandemic-related restrictions and increased consumer confidence in travel safety.

Get ready to take your advertising game to the next level this spring and summer with the power of OOH advertising! With cutting-edge technology and endless opportunities, OOH has become a formidable force in the advertising world, and leading brands are activating across various industries. If you're looking to connect with consumers outside of their homes, our expert team is ready to help you plan your DOOH campaign at no charge to you! Email us at and let's get started on making your advertising dreams a reality. 

Written By: Julia Cramer

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