OOH Impact: Home, Hotel, and Legal Ads

Published: September 30, 2023

The latest OOH Consumer Insights Q4 2023 report from Harris Poll and OAAA shows that out-of-home (OOH) advertising has a significant impact on audiences across different product categories.

Let's take a look at the findings:

OOH’s Lasting Impression on Home Improvement

Nearly 6 in 10 adults recall seeing OOH ads for home improvement stores. That percentage increases among various consumer segments:

72% of Urban 1M+
69% of Millennials
68% of men

71% of adults engage with the OOH Home Improvement ad, and among those who engage, the following actions are taken:

54% visit the website
37% make an in-store product purchase
34% complete an online product purchase

Product or cost savings (84%) are a huge driver of consumer interest among home improvement retail OOH ads. Others include:

52% of Urban 1M+ said product quality
29% new items on the market
26% of products related to the season of the year

Enhanced Recall for Hotel OOH Ads

62% of adults recall seeing OOH ads for hotels. That percentage increases across various consumer segments:

71% of Urban 1M+
70% of Gen Z and Millennials
68% of men

Of those who notice the OOH ads, 71% engage in some way, including:

48% visit the hotel website
43% search for the hotel online
37% consider planning a trip to stay at the hotel

85% express interest in hotel ads, with specific factors piquing their attention:

61% of people living in the West say price or cost-saving opportunities
47% of Gen Z say hotel room images
36% of adults say amenities available

Users turn to creators for shopping inspiration, with 69% of shoppers between 25-34 using creators as inspiration for holiday gifting!

Legal OOH Ads: Jurisdiction of Attention

Almost two-thirds of consumers recall seeing OOH Legal Ads. That percentage increases among demographics:

70% of men
69% of Urban 1M+
68% of Gen X

4 out of 10 respondents interact with a legal OOH ad in some manner, including:

40% talk to friends/family about the law practice
40% search for more information about the law practice
37% visit the law practice’s website

69% of participants are interested in legal OOH ads. Services that interest them the most included:

45% law practiced
36% price or cost-saving opportunities
36% information on the law practice’s expertise or qualifications

OOH is resonating with consumers across product verticals, and brands are taking notice. If you're looking to jumpstart a DOOH campaign and achieve tangible results, our expert team is ready to help you plan your DOOH campaign at no charge to you! Contact us at concierge@adomni.com!

Written By: Julia Cramer

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