The Format Younger Dads Can’t Walk Past
StreetMetrics— The Stat The Insight The Takeaway —Stat of the Week
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The OOH Format Younger Dads Can’t Walk Past
The Stat
Men aged 25 to 34 were 31% more likely than the average adult to be reached by kiosks (index 131), the highest index among OOH formats for this group.
The Insight
Kiosks are street-level and eye-level, and younger dads over-index on them harder than on any other format. It’s an age story, not a “dads” story. The same kiosks sit right at the benchmark for dads 45 and up. Digital backs the pattern (index 122 for the same group), which makes sense, most kiosks are digital. So the question isn’t whether OOH reaches dads. It’s which dad, and where he is at street level.
The Takeaway
Suppose your Father’s Day campaign targets younger dads, kiosks, and digital street furniture punch above their weight. They won’t carry a whole buy on their own, but as a layer on top of your core inventory, they overdeliver for this exact audience. StreetMetrics audience indexing lets you confirm the skew market by market before you commit the spend.
Interested in understanding the brand-building capabilities of your inventory or campaign? StreetMetrics is offering discounted, bundled brand-awareness studies.
Reach out to Michael@Streetmetrics.com to learn more.
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