2 min read
More out-of-home travel means more eyes on your out-of-home advertising. No wonder marketers are so excited about the new survey that reveals 85% of American adults plan to travel more this spring — and even more this summer. For fun, and for commuting back to the office. And a sizeable percentage say they won't be put off by rising gas prices.
This good news comes fresh from "OOH Consumer Insights and Intent – Q1 2022" research conducted by the Out of Home Advertising Association of America (OAAA) and The Harris Poll. Let's break it down.
By spring 2022, 80% of workers expect to be commuting again, at least on some days. By summer, 84% of commuters will be back on the road, with 64% heading to the office every day. And that oh-so-long-awaited vacation sidelined by the pandemic? Bring it on, finally! Americans are on the move via every mode of transportation, with "feeling safer" numbers way up compared to April 2021:
- 69% flying
- 67% taking the train
- 62% ride shares
- 61% taxis
But personal cars are still the vehicle of choice for most, whether they're on their way to the store, the office, the Grand Canyon, or the airport to fly to the Grand Caymans.
Pent-up desire to travel beats higher prices at the pump
But what about rising gas prices? Commuters and vacationers face per-gallon auto prices that could exceed $5 or even more, plus associated increases in the cost of air fares, accommodations, tours, etc. Nonetheless, around 40% say they don't care! They're going anyway because they're sick of staying at home. They are not to be deterred.
History is on their side. AAA data compiled over the years shows that high gas prices are not typically a barrier to summer travel.
Refusing to stay home, many drivers are thinking about ways to economize by driving more efficiently instead if prices continue to escalate. Of special interest to marketers, different age groups are thinking differently about driving conservation. For example:
- 54% of those age 35+ say they would shop or eat out less often. Younger adults aren't so willing to give up lifestyle changes, with only 43% saying they would take fewer trips to shop and dine.
- For work, some say they would commute fewer days than originally planned.
- Carpooling is another option for workers heading to the office. Just 11% of the 35+ group would consider this choice. However, carpooling is more popular among Millennials because it's a sustainable option, and 29% of those 18-34 say they would adopt this change. Marketers like carpooling, too, because it ensures maximum number of commuter eyes will still see OOH ads.
If you wait and see, you won't be seen
Yes, if 40% or so say they will travel no matter what, that means about 60% are taking a wait-and-see approach over the next few months. Understandable. But as marketers, let's do the math. Even if "only" 40% of adults do, in fact, head out in their cars, on trains and planes, that's hundreds, thousands, perhaps even millions of OOH viewers, depending on the location and scope of your ad campaign. That's real, authentic reach any way you calculate it.
The longer you dawdle on deciding to add OOH to your campaigns, the longer you will miss out on reaching more of your audience. While they're heading out into the real world of work and fun, you'll be left behind at home with the cat.
And your competitors? Well, they'll be strutting their stuff on everything OOH from billboards and buses to digital screens in the store, at the gym, in the lobby, in the transit station and everywhere you look throughout the airport. Maybe on a wrapped vehicle or LED truck.
Even at the gas station. Rather than standing around watching the cost of their fill-up climb, motorists in your target audience could be seeing your ad. Clever. Timely. Relevant.
When will gas prices go down?
Who knows? Successful marketers have to be agile, keeping one eye on future trends while making the most of current reality. And the clear reality right now is that Americans are on the move this spring and summer. With traditional and/or digital out-of-home, you can be sure they those same consumers will meet up with your brand along the way.