Engaging Young Consumers With OOH Advertising

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Marketers have discovered that it is difficult to catch the attention of younger consumers with traditional media formats. However, out of home advertising (OOH) is more likely to grab their attention when shared on social media. A recent survey conducted by the Harris Poll and the Out of Home Advertising Association of America (OAAA) found that 67% of Gen Z and millennial consumers recall seeing OOH ads on social media, and most of them (91% Gen Z, 82% millennials) said that they would reshare those images.

However, these consumers are doing more than just posting and sharing. According to the survey, 85% of Gen Zers and 78% of millennials have engaged with OOH ads, taking actions such as downloading an app or making an e-commerce purchase. This is especially true of OOH ads that are contextually relevant and have virtual experiences around them.

OAAA president and CEO Anna Bager urges marketers to view this information as a wake-up call. “It’s heartening that the growth of programmatic digital out of home will enable marketers to tap into a younger, tech-savvy demographic of consumers.” (Campaign, 11.18.21)

Do you know how many consumers your advertising is reaching or how effective it is? H2R’s Marketing & Media Effectiveness Research answers these questions and more. Send us an email at info@h2rmarketresearch.com or schedule a free consultation today.

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