Consumer Behavior

Back to school OOH catching more consumer attention

Photo: iStock

June 28, 2022

More than half, 68%, of back to school shoppers will be looking for OOH ads regarding special sales and deals as they make buying decisions this summer, according to research from Out of Home Advertising Association of America and The Harris Poll.

OOH ad messages oriented to value or savings were found to be the most relevant. Highlighting an important opportunity for both back to school retailers and OOH media, the results show three-quarters of shoppers plan to spend more this year than usual, according to a press release.

Based on highlights from the survey on OOH ad messages consumers find most relevant:

• 88% value or savings messages.
• 79% convenience/location messages.
• 75% messages oriented to business support of their local community.
• 32% plan to spend a lot more.
• 56% plan to spend up to $500.
• 44% plan to spend more than $500.
• 24% expect to spend the most on clothing.
• 20% expect to spend the most on laptops/personal computers.
• 69% plan to shop in physical retail stores.
• 40% plan to shop online.
• 64% will purchase miscellaneous supplies.
• 60% shoes.
• 53% clothing.