FOARE works alongside the Out of Home Advertising Association of America (OAAA) to study trends in the OOH industry. In 2022, a poll was conducted to measure the impact of advertising on adult consumers.
According to the poll results, OOH has higher favorability than all forms of digital media, radio, podcasts and streaming audio. 61% of adults responded that they prefer seeing OOH advertising over other media forms.
The study also concluded that adult consumers are regularly exposed to out of home ads. (86%) of respondents have been inside a vehicle and (58%) have walked outside within the last 30 days. Of these respondents, (78%) have engaged with an OOH ad, including using their smartphone to look up information based on an ad they were exposed to (76%).
Among adults who report having noticed an OOH ad within the past 60 days, (43%) visited the store, business, or restaurant within 30 minutes of seeing the ad. Men (46%), adults 18-34 (46%), Asian (55%), Black (55%), and Hispanic (60%) adults are the most likely to visit within 30 minutes of seeing an OOH ad.
(57%) of respondents agree that they notice OOH ads more frequently than when they are aligned with their needs and interests.
