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Holiday travel surge expected to escalate attention paid to outdoor ads

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By Webb Wright | Junior Reporter

September 29, 2022 | 4 min read

More traveling this holiday season means far more eyes on outdoor ads, says new OAAA study.

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New research suggests that around one-third (33%) of Americans will travel further this holiday season than they did in 2021. /

It’s beginning to look a lot like out-of-home (OOH) advertising season.

59% of people have plans to travel during the upcoming holiday season, with the vast majority planning to travel by personal vehicle, airplane, or a combination of the two, per a new poll of 1,000 American adults from the Out-of-Home Advertising Association of America (OAAA) and the Harris Poll.

The average American embarking on holiday travel is significantly more likely to notice outdoor ads “during daily travel and special occasion trips” than they were last year, per the study.

“Americans will be taking to the road and the skies this holiday season, offering opportunities for brands to capture their attention en route," Anna Bager, president and chief executive of the OAAA, said in a statement. “With on-the-go consumers noticing OOH advertising more than even a year ago, marketers who invest in out of home will find their media mix ROI to be ‘merrier’ than ever.”

Economic factors are clearly affecting the holiday travel plans of many Americans. While the research found that 33% of participants plan to travel a longer distance this year than in 2021, a larger portion (38%) reported that they will not be traveling as far this year (compared to last year) due to inflation.

Despite economic concerns, the research found that 34% of respondents plan on spending more than usual this year on holiday shopping. Clothing, technology, and toys are expected to be the most popular gift categories in the US this holiday season, per the new survey.

Recent research from the OAAA showed that OOH ad revenue climbed by 28.9% in the second quarter of 2022, nearly reaching pre-pandemic heights.

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