Latest @YourOAAA and The Harris Poll Research Findings

Adrian J Cotterill, Editor-in-Chief

We are told that social media users are regularly seeing out of home advertising creative in photos across their feeds, confirming that ‘social’ provides significant organic amplification opportunities for OOH campaigns.

TikTok users lead in reporting that they frequently notice OOH ads while on the platform (82%). Users of Instagram and Facebook are close behind (81% & 80%, respectively), and more than three-quarters of Snapchat and Twitter users also say they often see OOH ads in their feeds (78% & 76%, respectively). Millennials are the group most likely to post images of out of home ads in their various social media profiles.

These are some of the main takeaways from ‘OOH Consumer Insights & Opportunities Q4 2022: Social Media’ a new research report from the Out of Home Advertising Association of America (OAAA), the national trade association for the entire out of home (OOH) industry, conducted by The Harris Poll.

“It is impressive to see how organically-shared OOH ads on social platforms prompt brand engagement from users,” said Anna Bager, President and CEO, OAAA. “This research underscores the deep connection between great out of home creative and social media – a connection that can supercharge a marketer’s OOH investment.”

The research also shows that nearly half of social media users (48%) engage with the out of home ads that they see in their social feeds by visiting the advertised company’s website. In addition, over a third are inspired to search for the company online, read reviews about their products and service, and/or ask friends and family about the brand.

“Creators are posting more out-of-home messages across their social media channels, meaning the stronger the creativity the greater likelihood for amplification,” said John Gerzema, CEO, The Harris Poll. “From TikTok to Instagram, OOH executions take on additional legs when the ideas create engagement and sharing. The best OOH also generates likes and clicks.”

The ‘OOH Consumer Insights & Opportunities Q4 2022: Social Media’ was sponsored by The Foundation for Outdoor Advertising Research and Education (FOARE), a 501 (c) (3) not for profit, charitable organization. To access all the findings click here.

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