Adrian J Cotterill, Editor-in-Chief
New research shows that Americans, mainly urbanites, are engaging with recently legalized sports betting through out of home advertising. This is one of the key findings from ‘OOH Consumer Insights & Intent Q2 2022, Opportunities: Sports Betting Ad Engagement’‘ the latest research report from the Out of Home Advertising Association of America 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. Over half of (54%) of Urban 1M+ 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 3 out of 5 (62%) of 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%).
“It’s great to see how consumers are taking note of the new categories that are using out of home advertising,” said Anna Bager, President and CEO, OAAA. “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.”
The survey also confirms 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 percent.
The results echo recent findings from the OAAA’s OOH advertising revenue report for the Q1 2022, showing that spend from the sports betting category surged 131 percent in comparison to Q1 2021.
“Today, consumers are engaging on new platforms in new categories that didn’t exist pre-pandemic which creates new challenges and opportunities for marketers,” said John Gerzema, CEO, The Harris Poll. “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.”
‘OOH Consumer Insights & Intent Q2 2022, Opportunities: Sports Betting Ad Engagement‘ was sponsored by The Foundation for Outdoor Advertising Research and Education (FOARE), a 501 (c) (3) not for profit, charitable organization.
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