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Holiday Shopping and OOH geekOUT Fast Fact Friday

11/22/2019

The Holiday season is upon us, and with it comes the peak shopping season for many consumers. As people flock to their nearest shopping center to buy gifts for themselves or a loved one, 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, of the same group of consumers who have visited a mall in the last 4 weeks, more than 3 in 4 have noticed an OOH advertisement in the past 30 days – 10% more 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, report high television ad avoidance...

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