Holiday Shopping and OOH —Black Friday and Cyber Monday

By OOH TODAY believes all voices, not just the loudest, must be heard Last updated Nov 22, 2024

Publisher’s note:
This is a rare republish of one of Geopath’s most popular posts for your Friday reading. Geopath shares their thoughts on one of the most dynamic characteristics of the American business; Holiday Shopping. The numbers maybe slightly different but the overall story remains the same when it comes to the effectiveness of OOH during the Holiday retail season. Give it a read.

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Holiday Shopping and OOH

The Holiday season is upon us, and with it comes the peak shopping season for many retailers. As people flock to their nearest shopping center to buy gifts for loved ones (or themselves), marketers are working on the best ways to influence their purchase decisions. But what advertising campaigns are actually effective in reaching these potential consumers?

According to research conducted by Simmons, more than half of people who have gone to a shopping mall in the last 4 weeks “typically avoid watching television commercials” (Spring 2019 NHCS Adult Study 12-month). That’s a large chunk of people missing those holiday shopping ads.

However, among the same group of consumers, more than 3 in 4 have seen an OOH advertisement in the past 30 days – 10% more likely than the total population (76%, Index 110)

These points are great for brick-and-mortar consumers, but let’s forget about Black Friday shoppers. What about those online consumers that are looking forward to Cyber Monday the following week? Shoppers that order items online, from apparel to home furnishings, also report high television ad avoidance, with 60% reporting they typically avoid watching commercials.

On the other hand, these online shoppers are 15% more likely to notice an OOH advertisement in the last 30 days! (80%, Index 115). Talk about an effective way to reach and influence consumers.

Using Geopath Insights to Target Holiday Shoppers

According to Geopath Insights, the inventory we currently measure across the U.S. accounts for 37 Billion weekly impressions among those who have shopped or visited a mall or shopping center in the past 30 days. Additionally, this inventory also accounts for 15 billion impressions for people who have used their smartphone for online shopping in the past 30 days!

Besides these audiences, there are many more relating to shopping from the various types of consumer profiles, to the very way they shop.

Check out the image below to see some of the other shopping audiences that we currently have within Geopath Insights. Want to check some out yourself? Just log in with your current Geopath Credentials and explore tons of different research content!