OAAA report highlights rise in sports betting via OOH

Based on key findings from “OOH Consumer Insights & Intent Q2 2022, Opportunities: Sports Betting Ad Engagement,” more Americans are taking notice of OOH sports betting ads, according to the Out of Home Advertising report. Association of America, the national trade association for the OOH and DOOH media ecosystem, led by The Harris Poll.

City dwellers pay more attention to sports betting OOH ads than the general population, but the emerging category is generating significant engagement through exposure to outside messaging. More than half (54%) of city dwellers have recently noticed OOH ads for sports betting/gambling, compared to more than a third (36%) of the general population who have noticed the same ad. Overall, more than three in five (62%) Americans who have seen sports betting ads have engaged in some way after seeing OOH ads, word-of-mouth information sharing by ear being the most common engagement (51%), followed by the website. visits (47%).

The Harris Poll conducted the survey online from May 31 to June 3, 2022, among a representative sample of 1,000 U.S. adults ages 18 and older.

“Today, consumers are engaging on new platforms in new categories that didn’t exist before the pandemic, creating new challenges and opportunities for marketers,” said John Gerzema, CEO of The Harris Poll, in the press release. “New display mediums that include digital, experience and QR code engagement are extremely effective in breaking into new categories like sports betting and cannabis for example.”

The survey also shows that consumers not only notice and engage with these OOH ads, but drive them to buy, both in person and online (61% combined). A third of respondents participated in in-person sports betting after viewing an outdoor advertisement. Online sports betting generated more engagement than in-person sales at 41%.

The results echo findings from the OAAA’s Q1 2022 OOH Ad Revenue Report, showing that spending in the sports betting category jumped 131% from Q1 2021.

“It’s great to see how consumers are taking notice of new categories using outdoor advertising,” Anna Bager, OAAA President and CEO, said in the release. “The research confirms that Americans are not only engaging in OOH advertising for this recently legalized activity, but also driving significant usage of these services.”

Robert M. Larson