Technology

Consumers to look to OOH ads for back-to-school shopping

Photo: iStock

July 6, 2021

Back-to-school shopping is a step toward getting back to normal, and 53% of Americans said out-of-home advertising is playing a role in restoring their confidence as they prepare for the next school year, according to a report from the Out of Home Advertising Association of America.

Demographics revealed that even more confidence among 25-34 year-olds (59%) and middle income earners ($50-$100K). The poll, conducted by OnDevice Research, predicted how COVID-19 would impact back-to-school attitudes and shopping habits, and what influence advertisements will have. Three out of five of consumers said they would be looking to OOH ads to inform their back-to-school shopping decisions with news of sales and discounts, according to the report.

The survey also found that shoppers planned to drop cash this year, with 67% saying they would spend more this year than last. While parents are the primary drivers of shopping decisions (49%), one-third (32%) of families said they make choices jointly with students, with the likelihood increasing alongside children's ages and grade levels.

Additionally, the survey provided a window into how technology trends that gained momentum due to social distancing were gaining a foothold on consumer habits. Nearly two-thirds (62%) of consumers were looking to OOH to supply them with special discounts via QR codes, NFC's or SMS.

"It's clear that American families are ready for the trauma of the last year to subside and to come back to school and other aspects of their lives with optimism and strength," Anna Bager, president and CEO, OAAA said in the release. "This research confirms that out of home advertising is part of the nation's psyche and plays a role in the confidence, security and excitement that parents and students are feeling."

OnDevice Research conducted the online survey of 1,000 U.S. consumers, ages 16 to 64, from April 20 to May 1.