A Look at the Trends Driving
Labor Day OOH Ad Spend
by Ian Bowman-Henderson, Director of Marketing at BillboardsIn
Labor Day weekend is fast approaching and marketers at consumer-facing businesses are geared up for the holiday. CNBC reports this Labor Day will break records, with a strong economy driving increased demand for air travel. With many ways to reach consumers on the go, out-of-home advertising (#OOH) is a key tactic in Labor Day weekend advertising. According to data from DOmedia and BillboardsIn, OOH spend is expected to be nearly 10 percent higher during a holiday week than the average week in 2018. In this post, we’ll break down some interesting statistics about this year’s Labor Day advertising spend.
Billboards dominate spend, even more than usual. While billboard advertising always represents the largest portion of OOH ad spend, spend in the format is primed to be just under 10 percent higher than average during Labor Day weekend. Our data shows #billboard spend will also likely increase a proportion of OOH total dollars spent.
Movie theater advertising takes a big hit. August is already generally a bit of a slow time for movie premiers. According to Box Office Mojo, the highest grossing film ever to open during Labor Day weekend was Halloween — the 2007 remake, not the 1978 horror classic. As usual, advertising follows the people — movie theater ad spend during Labor day is less than half the average week’s spend.
A small but mighty weekend for alternative OOH. Alternative OOH formats are only expected to comprise a small proportion of the week’s total ad spend. However, these engaging and unique types of advertising get a relatively massive boost during summer holidays. Our data suggests OOH ad spend on alternative formats during Labor Day will be nearly double the average week.
About the Author
Ian Bowman-Henderson is the Director of Marketing at BillboardsIn, the largest U.S. marketplace for OOH advertising, and DOmedia, which offers enterprise media sales and campaign planning tools to OOH vendors and agencies. Questions? Contact Ian Bowman-Henderson at ian@DOmedia.com
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