Photo: iStock Nov. 22, 2021 Out of Home advertising, in combination with social media, is a powerful vehicle for reaching younger generations, according to a consumer survey conducted by the Out of Home Advertising Association and The Harris Poll. More than two-thirds (67%) of Gen Z and Millennial consumers recalled seeing OOH advertising on social media, and a majority — 91% of Gen Zers and 82% of Millennials — say they would reshare OOH ads on social media. The Harris Poll conducted the online survey from Oct. 20 – 25, 2021, with a representative sample of 1,000 U.S. adults over 18 years old. Data is weighted to reflect the U.S. general public across age, gender, race/ethnicity, region, income, household size and employment. These are key findings from “OOH Media Opportunities: Consumer Insights and Intent – Early 2022,” a research report from OAAA. Almost three-fifths of U.S. consumers have engaged with OOH ads, including 85% of Gen Zers and 78% of Millennials. This includes downloading an app (46% for Gen Z) to making an ecommerce purchase (27% for Millennials). U.S. consumers, particularly on the younger end of the spectrum, said in the survey they are very concerned about their privacy and the use of personal information online. Most Gen Zers (72%) and Millennials (77%) are worried that their data is being used to target them with ads across the internet. Nearly half of those surveyed say that contextual OOH ads — those that include timely information, such as a product relevant to the current weather or breakfast offerings in the morning — are more interesting to them than typical advertising. “This should be a wake up call to all digital marketers: although Americans, particularly young Americans, are wary of targeted online advertising, they have a growing appetite for advertising that speaks to their need state,” Anna Bager, president and CEO, OAAA, said in the release. “It’s heartening that the growth of programmatic digital out of home will enable marketers to tap into a younger, tech-savvy demographic of consumer.” A majority (82%) of both Gen Zers and Millennials said they are open to seeing some type of ad within VR or AR, and 72% of U.S. adults in larger urban centers with a population over 1 million, echoed those sentiments. “The fact that the majority of consumers have engaged with an out of home ad is proof positive that consumers embrace OOH advertising that is of interest, targeted and relevant to their lives,” John Gerzema, CEO, The Harris Poll, said in the release. “But the fact that the majority of young consumers have shared an OOH ad on social media should be a revelation for marketers. When was the last time you shared an online ad?” Founded in 1891, OAAA is headquartered in Washington, D.C. with offices in New York City. The Harris Poll has tracked public opinion, motivations and social sentiment since 1963 and is part of Harris Insights & Analytics, a consulting and market research firm. Customer ExperienceAdvertisingAudience MeasurementContentDOOH Advertising Via https://duchonsigns.wordpress.com/2021/12/29/education-market-signage-report-impact-of-covid-19-on-the-global-market/
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