Based on key findings from «OOH Consumer Insights & Intent Q2 2022, Opportunities: Sports Betting Ad Engagement,» more Americans are noticing OOH ads for sports betting, according to the report from the Out of Home Advertising Association of America, the national trade association for the OOH and DOOH media ecosystem, conducted by The Harris Poll.
Urbanites are taking more notice of sports betting OOH advertising than the general population, but the emerging category is generating significant engagement through exposure to out-of-home messages. More than half (54%) of urbanites have recently noticed OOH ads for sports betting/gambling, compared to over a third (36%) of the general population noticing the same advertising. Overall, more than three out of five (62%) Americans who saw ads for sports betting engaged in some way after seeing the OOH ads, with sharing information word-of-mouth being the most common engagement (51%), followed by website visitation (47%).
The Harris Poll conducted the online survey from May 31 – June 3, 2022, with a representative sample of 1,000 U.S. adults 18 years old and above.
«Today, consumers are engaging on new platforms in new categories that didn’t exist pre-pandemic which creates new challenges and opportunities for marketers,» John Gerzema, CEO, The Harris Poll, said in the release. «New mediums in OOH that include digital, experiential, QR code engagement driven are extremely effective in breaking through to new categories like sports betting and cannabis for example.»
The survey also shows that not only are consumers noticing and engaging with these OOH ads, but they are driving them to purchase, both in person and online (61% combined). A third of those surveyed engaged in sports betting in person after viewing an out of home ad. Online sports betting generated greater engagement than in-person sales at 41%.
The results echo findings from the OAAA’s OOH advertising revenue report for Q1 2022, showing that spend from the sports betting category surged 131% in comparison to Q1 2021.
«It’s great to see how consumers are taking note of the new categories that are using out of home advertising,» Anna Bager, president and CEO, OAAA, said in the release. «The research confirms that Americans are not only engaged with OOH advertising for this recently legalized activity, but it’s also driving significant use of these services.»