OOH Ads influence 4 verticals: Pharma, Streaming, Luxury, Alcohol

Published: April 12, 2023

The latest "Consumer Insights and Intent Q1 2023" report from Harris Poll and OAAA reveals the impact out-of-home (OOH) advertising has on consumer shopping behavior in specific industry verticals.

Let's break down the findings and see how brands can connect with audiences through OOH:

OOH Ads are a Prescription for Pharmaceutical Success

More than 50% of Americans recall seeing OOH ads for Pharma

Those that noticed the Pharma OOH ad took the following actions:

50% of Gen Zers made a purchase at a retail location
38% visited the website
35% searched for more information about the product
32% shared by word-of-mouth about the product with family/friends

Product benefits are a key driver of consumer interest in OOH ads by pharmaceutical companies. Others include:

49% of Gen Zers said product pricing
45% said symptoms being treated
38% said the effectiveness of the product compared to other brands

Bringing Streaming to the Big Screen

Nearly 6 in 10 participants recall seeing OOH TV/Video Streaming Service ads

Of those that noticed these OOH ads, 82% were likely to engage in some way, including:

43% searched for the service online
37% visited the website
28% asked family/friends
27% shared by word-of-mouth

The most interesting TV/Video Streaming services included:

33% said new programming
30% said TV or streaming specials
23% said original programming content

Style the Streets with OOH

50% of survey respondents recall seeing out-of-home ads for luxury apparel

An impressive 9 out of 10 respondents interacted with a luxury apparel OOH ad in some manner, which included:

49% visited the brand’s website
33% watched product reviews on social media
31% followed the brand on social media
30% shared brand info by word of mouth

Creative messaging interest varies among different demographics:

50% of Gen Zers were interested in price or cost-saving opportunities
52% of Urban 1M+ were interested in product quality
36% of adults were interested in new items on the market

Raise Your Glass to OOH

Two-thirds of 21+ remembered seeing OOH advertisements for alcoholic beverages. That percentage saw an increase among various consumer segments:

79% of Gen Z
78% of Urban 1M+
74% of Men

Among those, 77% were inclined to engage in some manner:

52% made a purchase at a retailer’s location
34% visited the location or retailer’s website
33% shared the info by word of mouth

Respondents found the following alcohol ads to be the most intriguing:

34% said new products on the market
32% said price and cost-saving opportunities
28% said a variety of product offerings

OOH is striking the right cords with consumers, and brands are taking notice. If your brand is ready to activate a DOOH campaign and drive measurable results, our expert team is ready to help you plan your DOOH campaign at no charge to you! Email us at concierge@adomni.com.

Written By: Julia Cramer

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