Rise Studios, an entertainment company driving investment in content from regional markets, appoints Rasha Audi as Senior Insights Manager.

With over a decade of experience in media and research insights, Rasha brings a wealth of expertise and leadership to Rise Studios. Rasha’s remit will be focused on leveraging data analysis to guide content development that reflects the most prevalent, and emergent, audience and content trends. Specializing in market analysis, media landscape, and audience understanding, Rasha possesses a deep understanding of industry trends that adds to the already impressive lineup of media industry expertise and leadership that formed Rise Studios in 2022.

Commenting on the appointment, Amanda Turnbull, CEO of Rise Studios said, "We are delighted to welcome Rasha to the Rise Studios team as our Senior Insights Manager. Her strategic mindset, proven track record in market research, and ability to leverage data-driven insights will be invaluable in shaping our content strategy and enhancing our understanding of the market and audience preferences.”

Rasha Audi has an impressive and eclectic background in the media industry, with experience across various sectors including technology, media, FMCG, automotive, and government businesses. In her previous roles Rasha has worked with major broadcasters and publishers, and led on developing and executing regional insights strategies while working closely with global stakeholders and cross-functional teams. Her ability to translate data into compelling narratives and her dedication to staying ahead of industry trends have earned her a reputation as a trusted advisor in the field.

"I am excited to join Rise Studios and contribute to the company's continued success. I look forward to leveraging my expertise to deliver impactful insights, drive audience engagement, and support the company's growth initiatives”, said Rasha Audi.

The International Air Transport Association (IATA) announced that Emirates will host the 80th IATA Annual General Meeting (AGM) and World Air Transport Summit in Dubai, United Arab Emirates, on 2-4 June 2024.

“We look forward to gathering the aviation industry in Dubai for the 80th IATA AGM in 2024. Dubai is a dynamic city and a major aviation hub connecting the world. The UAE’s positive approach to aviation has built a strong airline with a strong hub airport. Together, these make an enormously powerful and positive contribution to the society and economy of the UAE. Holding the AGM in Dubai will be a showcase of what can be achieved by aviation with supportive government policies and decisions,” said Willie Walsh, IATA’s Director General.

“Emirates is delighted to host the 80th IATA AGM and World Air Transport Summit. We look forward to welcoming all our aviation industry colleagues to Dubai in 2024,” said Sir Tim Clark, President Emirates Airline.

The decision to host the 80th IATA AGM was made by the 79th AGM in Istanbul.

This will be the first time the UAE and Dubai will host the global gathering of aviation's top leaders.

Leading digital marketing and transformation company MAGNITUDE announced the new stars of its groundbreaking ‘Digital Stars’ content creator learning program, a first of its kind in Abu Dhabi that aimed to elevate the skills and knowledge of digital storytellers in specialized fields.

The program’s 16 content creators were recognized for their exceptional contributions to promoting various untouched industries on social media platforms, including general education, sports, community affairs, cybersecurity and coding, space and astronomy, general education, sustainability, technology, real estate, and finance, among others.

‘Digital Stars’ was launched last February for a period of one month to enable video creators, streamers, and social media influencers the opportunity to train on posting meaningful, high-impact content that adds positive value to the community. Candidates were able to benefit from trainings across scripting, storytelling, filming, editing, branding, strategizing, and digital marketing.

Selected through a rigorous process that evaluated their skills and contributions, the content creators were chosen based on their dedication to producing impactful and educational content that adds positive value and knowledge and contributes to the communities in their specialized fields.

"We are thrilled to celebrate the content creators who have been selected as part of our ‘Digital Stars’ program," said Namrata Raina, Managing Director of MAGNITUDE. "We believe that supporting emerging online leaders is essential for the growth and development of the digital marketing industry, and by exposing them even further and giving them the recognition they deserve, we hope to inspire more people to explore new and exciting opportunities in these industries."

Untouched industries

The ‘Digital Stars’ content creators have touched on content that is not typically seen in their respective regions, bringing attention to industries that have been largely overlooked.

"It is inspiring to witness the ingenuity and creativity of the content creators as they bring attention to underrepresented industries and subjects like cybersecurity, space, and sustainability, for instance," said Namrata. "This shift towards more practical and educational content is reflective of the changing needs of society and highlights the potential of social media as a tool for learning and professional development."

During the process, MAGNITUDE provided the content creators with the latest industry insights and best practices, ensuring that they were well-prepared to produce high-quality content that would allow them to embark on their journey.

"Their commitment to producing high-quality and innovative content that pushes the boundaries of traditional storytelling is a testament to their talent and unwavering dedication. Moreover, their unique perspectives and insightful analysis shed light on important industries that are often overlooked in social content," she added.

In the next steps, MAGNITUDE will continue to contribute to the success of the content creators.

"Now that the program is completed and the creators are well-equipped with the needed digital knowledge, we will still be contributing to the journey of the selected content creators in leading the industry by planning their social media strategies, introducing them to the top government and private entities, and giving them all the needed support to reach the summit of the digital world", said Alexandre Ghanem, head of the influencer marketing department at MAGNITUDE.

The content creators are Naema AlShehhi, Mohammed AlNaqbi, Rayan AlRaeesi, Ali AlBlooshi, Ali AlHammadi, Fatmah AlHantoubi, Alhasan Farajallah, Mohammed AlHeera, Anas Alhamoud, Nadine Zidani, Wafa Yahya, Saeed AlZubaidi, Ahmed AlKhawaja, Mahmood AlHosani, Yousif AlHammadi, and Fatma AlBlooshi.

IPL playoffs in 2023 delivered 44% higher* ratings than last year and surpassed the previous highest recorded during IPL 2020

- Gujarat Titans v Mumbai Indians (Qualifier 2) registers Peak TV

- Concurrency of 6.1 Crore** and is also the highest-rated Playoffs match ever.

- Total TV viewership for the live broadcast of IPL 2023 until the Finals stands at 49.6** Crore –the highest ever for any IPL so far.

- Total consumption for live broadcast until the Finals stands at 40902 crore** (40.9 billion) minutes

Disney Star, the official TV broadcaster of Tata IPL, proudly announces a ground-breaking achievement as it delivers the grandest playoffs in the history of the Tata IPL, accompanied by unprecedented viewership and ratings. The IPL 2023 playoffs have shattered all records, achieving an astounding 44%* increase in ratings compared to the previous year, surpassing the previous highest-rated playoffs recorded in IPL 2020. This extraordinary accomplishment demonstrates the unwavering support and enthusiasm of cricket fans nationwide, cementing the broadcaster’s position as the premier sports broadcaster in India.

Among the thrilling encounters that unfolded during the playoffs, the match between the Gujarat Titans and the Mumbai Indians (Qualifier 2) left an indelible mark on the cricketing landscape. This clash witnessed an unprecedented Peak TV Concurrency of 6.1 Crore**, captivating fans across the nation. Not only did this match command immense attention, but it also soared to new heights, becoming the highest-rated playoffs match ever. The intense battle on the field and the players' stellar performances kept viewers on the edge of their seats throughout the match.

The unparalleled success of the IPL 2023 playoffs is further accentuated by the colossal TV viewership numbers. The live broadcast of the IPL 2023 amassed a staggering 49.6** Crore viewers and 40902 crore minutes** of consumption until the finals, reaching unprecedented heights and setting a record for any IPL season.

“The unparalleled viewing experience on Star Sports combined with the phenomenal quality of Cricket played during IPL 2023 has delivered unprecedented viewership on TV. The broadcast of TATA IPL 2023 was built on three strategic pillars - 'Big,' 'Community,' and 'TV Redefined,' driven by our overarching purpose of serving fans. ‘Big’ involved elevating the scale of the event in terms of its competition, teams, rivalries & heroes; ‘Community’ was about targeting key audience cohorts and driving the habit of community viewing through the #BetterTogether campaign; ‘TV Redefined’ meant offering fans a richer, more immersive, and customized viewing experience. We are overjoyed that friends, families & communities have come together to enjoy IPL on Disney Star and want to thank all fans for their overwhelming support. We would also like to express gratitude towards players, teams & the BCCI for putting up such a riveting spectacle” - Sanjog Gupta, Head of Sports, Disney Star said

Disney Star’s resounding success in delivering the biggest playoffs in IPL history and achieving record-breaking ratings reaffirms its commitment to providing sports enthusiasts with an unparalleled viewing experience. Through cutting-edge technology, comprehensive coverage, and insightful commentary, the broadcaster has redefined the way India experiences cricket on TV.

Source: BARC

*Figures are for M15+ including OOH

** Figures are for 2+ U+R including OOH

Wins included six gold trophies, including wins for Dove, Skinny, and British Heart Foundation. 

PHD has won 12 awards at the Festival of Media Global Awards, including six golds, two silvers, and four bronze trophies. The agency won for brands and clients including Dove, Skinny, HSBC, British Heart Foundation, BRP, and Oatly.

Demonstrating the strength of PHD’s network, wins came from offices all around the world, including Canada, Germany, New Zealand, Spain, and the UK.

PHD’s top winners included ‘Keep the Grey’ for Dove in Canada, a campaign which encouraged women to celebrate their grey hair. It scooped gold awards for Best for Best Local Execution of a Global Brand, and the Brand Bravery Award.

‘Skinny – Phone it in’, a campaign from New Zealand for Skinny mobile, also won two gold awards – one for Best Integrated Campaign’, and another for ‘Best Use of Audio’. This low-budget campaign let Kiwis record Skinny radio ads on their mobile phone, for free.

PHD’s performance maintains its ongoing awards successes. At the 2022 Festival of Media Global Awards, PHD won 20 awards, including the Campaign of the Year, and scored similar successes at the M&M Global Awards and Cannes Lions. PHD is currently the second-most awarded agency network in the world, per the WARC Media 100 rankings. 

PHD’s winning campaigns:

Gold

Best Use of Audio – ‘Skinny: Phone It In’ (Spark NZ), PHD New Zealand 
Best Integrated Campaign – ‘Skinny: Phone It In’ (Spark NZ), PHD Zealand
Best Local Execution of a Global Brand – ‘Dove – Keep the Grey’ (Unilever), PHD Canada
Brand Bravery Award – ‘Dove – Keep the Grey’ (Unilever), PHD Canada 
Collaboration Award – ‘Stopping the UK’s Biggest Heart’ (British Heart Foundation), PHD UK & Global 
Best Campaign Led by Cause – ‘Dove – Toxic Influence’ (Unilever), PHD Canada

Silver

Best Use of Social Media – ‘Uncharted Playgrounds’ (BRP), Touché! Canada 
Best Use of Audio – ‘Stopping the UK’s Biggest Heart’ (British Heart Foundation), PHD UK & Global 

Bronze

Best Use of Sport  – ‘Babelsberg: Yes Ve Gan!’ (Oatly), PHD Germany 
Best Campaign for a Celebration, Observance or Awareness Day – ‘Rural Pride’ (J&B, Diageo), PHD Spain  
Best Use of Data Award – ‘Punch Above the Weight’ (HSBC), Touché! Canada 
Best Use of Real-Time Marketing – ‘Punch Above the Weight’ (HSBC), Touché! Canada 

GfK, a global leader in the market and consumer intelligence, recently conducted an extensive Consumer Life Study, unveiling invaluable insights into the concerns, preferences, and habits of consumers in the United Arab Emirates (UAE).

The study sheds light on the top concerns of UAE consumers, their shifting lifestyle priorities, and their expectations from brands and companies. These findings carry significant implications for businesses operating in the region.

According to Rahul Dixit, Head of Marketing and Consumer Intelligence – MENA, GfK, “By incorporating these actionable recommendations into their strategies, brands and leaders can better align their offerings with the evolving needs and expectations of UAE consumers. This will enable them to differentiate themselves in the market, build stronger connections with their target audience, and drive long-term success.”

GfK will unveil the Consumer Life Study 2023 at its upcoming Insights Summit in Dubai taking place on 31st May wherein industry stalwarts like Hatem Dowidar, Group CEO at e& Group, Gonzalo Garcia Villanueva, Global CMO at GfK, Shashank Sharma, Executive Director & GM at Lenovo, Omar Saheb, CMO at Samsung MENA, Mohamed Dhedhi, Partner at AT Kearney and many more will be speaking at the event.

Top concerns of UAE Consumers

According to the study, the primary concerns among UAE consumers include inflation, recession and unemployment, and the cost of healthcare. Approximately 38% of respondents expressed worry about the inflation and high prices, underlining the growing concern around it. Additionally, 25% of respondents cited recession and unemployment as major concerns, reflecting the need for economic stability and job security. Furthermore, 17% of consumers identified the cost of healthcare as a pressing issue, emphasizing the importance of accessible and affordable healthcare services.

Shifting priorities

The study also revealed intriguing insights into the lifestyle choices of UAE consumers. A significant 47% of respondents reported engaging in daily or frequent exercise to maintain their fitness. This finding suggests a strong emphasis on health and well-being among UAE consumers, presenting opportunities for brands in the fitness and wellness industries. Furthermore, 51% of respondents indicated engaging in non-grocery shopping at least once a week, underscoring the significance of retail experiences beyond essential purchases.

Noteworthy consumer behaviors

The Consumer Life Study highlighted several consumer behaviors that hold notable implications for brands and companies in the UAE. For instance, 33% of respondents reported viewing live sports events on TV or through various streaming services, apps, or online platforms on a daily or frequent basis. This presents an opportunity for businesses in the sports and entertainment sectors to engage with consumers through digital platforms. Additionally, 31% of respondents expressed a preference for purchasing second-hand items instead of new ones, while 38% reported switching from name brands to less expensive alternatives. These findings suggest a growing trend of cost-consciousness and sustainability awareness among UAE consumers, encouraging companies to consider alternative business models and eco-friendly practices.

Evolving personal choices

The study also revealed that UAE consumers are discerning in their brand choices. A significant 48% of respondents stated that they dedicate considerable time to researching brands before making major purchases, indicating the importance of building brand credibility and trust. Moreover, 43% of consumers emphasized the significance of buying well-known brands due to their perceived reliability and quality. This finding highlights the significance of brand reputation and the potential for companies to capitalize on brand loyalty.

Furthermore, the study uncovered insights into the desire for personal well-being and relaxation among UAE consumers. Approximately 42% of respondents expressed the importance of indulging or pampering themselves regularly, while 65% emphasized the significance of their homes as private retreats for relaxation and rejuvenation. These findings suggest an opportunity for brands and companies to cater to consumers' desires for self-care, personalized experiences, and products that enhance their living spaces.

Overall, the GfK Consumer Life Study provides valuable insights into the concerns, preferences, and habits of UAE consumers. Brands and companies in the UAE can leverage these findings to better understand and cater to the evolving needs and expectations of their target audience. By aligning their offerings with the identified trends and values, businesses can establish meaningful connections, drive customer satisfaction, and foster long-term loyalty.

YouTube’s global advertising revenue is set to rise 4.0% in 2023 to reach $30.4bn – double the rate of growth recorded last year

More than one billion hours of video are watched every day on YouTube globally. In the US YouTube is the biggest TV streaming platform since overtaking Netflix

WARC Media's Platform Insights: YouTube

YouTube, hit hard by the digital ad market slowdown, remains popular among consumers. It reaches half of all internet users globally (2.07 billion), and commands a strong position in the online video advertising market.

With advertising investment forecast to reach $30.4bn globally, the Alphabet owned video platform is actively looking for ways to forge deeper connections with viewers, creators and brands through multi-format video strategies.

YouTube is prioritising Shorts and Connected TV engagement, and is innovating with unskippable 30s ads and “pause experiences” on TV to help marketers engage audiences across screens and achieve both performance and brand building goals.

WARC Media’s latest Platform Insights report provides an overview of the key datapoints that advertisers need to know about YouTube, spanning investment, consumption and performance insights.

Alex Brownsell, Head of Content, WARC Media, says: “It's been a tricky 12-month period for YouTube, which is increasingly battling on two fronts, against short-form video platforms like TikTok as well as long-form content streamers in the connected TV space. However, as trading conditions improve in digital advertising, YouTube can expect to see revenue growth improve.

“In this WARC Media’s Platform Insights report, we take a closer look at YouTube to provide marketers with evidence-based insights on the challenges and opportunities the platform offers at a time when ad formats and technologies are fast evolving and understanding audiences is becoming ever more important.”

Ad investment with YouTube is set to rise 4.0% this year to a total of $30.4bn

The worldwide slowdown in digital ad investment has had an impact across the industry. However, YouTube has been hit harder than most. Q4 2022 ad revenue declined 8.8% year-on-year, as marketers shifted investment to retail media and search and it battled against TikTok, Instagram Reels and Apple’s ATT.

This year, YouTube’s ad revenue is set to rise 4.0% to a total of $30.4bn. This is more than double the rate of growth recorded in 2022, with ad revenues expected to recover in the second half of this year.

As trading conditions become more favourable, WARC Media forecasts YouTube’s revenue growth to accelerate 10.3% in 2024, to reach $33.5bn by the end of the year.

Retail brands are expected to spend $4.1bn on YouTube ads this year, up 4.6% on 2022

Retail remains YouTube’s most important category for ad investment: retailers are expected to spend $4.1bn on YouTube ads this year, a 4.6% rise on 2022, according to WARC Media data.

Yet growth from other sectors has been harder to achieve. WARC Media data forecasts an increase this year in technology and electronics (+8.0%) and toiletries and cosmetics (+4.3%).

A WARC survey of marketers in Asia Pacific found that YouTube is the most popular platform for digital display. Nearly half (49%) of brands in the region run display ads on YouTube. However, it appears less appealing to APAC marketers (17%) from a shoppable advertising perspective.

YouTube advertisers can reach 2.07 billion, half of all internet users globally. More than one billion hours of video are watched every day on YouTube

YouTube is the world’s most popular online platform and more than one billion hours of video are watched every day on YouTube, per Alphabet data. Its adult advertising reach is estimated to be 2.07 billion, almost twice as much as TikTok and Instagram respectively, according to Kepios.

As the platform looks to improve user engagement and make it more shoppable,YouTube Shorts (videos lasting 60 seconds or less) will provide more opportunities for marketers to reach new audiences.

However, Shorts’ 50 billion daily viewer total is some way behind the 140 billion daily views achieved by Instagram Reels, while under 18s spend on average 60% longer on TikTok than with YouTube content.

Overtaking Netflix in 2022, according to Nielsen, YouTube is the most popular ad supported streaming service in the US, accounting for 22.9% of OTT viewing in March 2023. It is also the most popular channel for US Gen Zs to use to catch up with sports news, and last year, it was the most popular platform for both music and podcast listening in the US.

APAC is a key growth region for YouTube – from live shopping and Shorts to gaming. The region’s high mobile penetration, advanced e-commerce, and influencer culture has helped to shape YouTube’s global strategy.

YouTube delivers brand impact more cost-effectively than any other video platform, especially in Latin America, according to research by Kantar.

20th Century Studios for “Avatar: The Way of Water” campaign created by Disney takes home the Gold and Platinum OBIE Awards

The Out of Home Advertising Association of America (OAAA) announced the 81st Annual OBIE Award winners. For the past eight decades, the prestigious OBIE Awards have been synonymous with creative excellence: spotlighting award-worthy campaigns, showcasing innovative technology, and signaling the future for the out of home (OOH) industry. This evening, OAAA presented 29 awards during a live ceremony held at the 2023 OAAA/Geopath OOH Media Conference in Nashville, TN. Winners in the Bronze, Silver, Gold, and Platinum tiers were revealed, along with recipients of the Craft and Hall of Fame awards.

“The OBIE Awards, also known as the advertising industry’s oldest and most prestigious honors for creative excellence in out of home advertising design, is a special time to acknowledge the most innovative and impactful campaigns we experienced in the last year,” said Anna Bager, President and CEO, OAAA. “We are proud to support and celebrate all of the talented individuals who continue to reimagine public spaces as open canvases that celebrate art and humanity.”

This year’s top honor, the Platinum OBIE Award, went to 20th Century Studios for “Avatar: The Way of Water” for its exceptional work in their larger-than-life fantasy adventure ubiquitous across multiple venues and experiences. After a 13-year wait, “Avatar: The Way of Water” made OOH their storyboard and transported audiences back to Pandora, a creative concept deserving of an epic OOH campaign.

Avatar Day, a global trailer release, was highlighted by a Times Square takeover of 40+ screens featuring creatures flowing around the bowtie. The dazzling light show included a spectacular Niagara Falls takeover using holographic projection, custom lighting, and a 600-drone aerial show. The effort was part of the largest-ever anamorphic 3D campaign extending across 13 iconic locations worldwide. The campaign also included OOH media throughout NY, LA, and SF, in-mall media, and digital bulletins in over 20 markets. Raking in close to $900 million in just the first 10 days, “Avatar: The Way of Water” became the highest-grossing movie in 2022.

Gold OBIE Awards were also presented to:

Algorand Times Square Takeover
Category – Buzzworthy
Brand – Algorand
Agency – Invisible North
RODCO Steel Distributors
Category – Custom Installation
Brand – RODCO Steel Distributors
Agency – Lamar Advertising
Find that Thing
Category – Interactive (Online Integration)
Brand – Google
Agency – MFG and Overall Murals
FirstBank – Less Intimidating Bankers
Category – Consumer Goods & Services
Brand – FirstBank
Agency – TDA_Boulder
Betty White Tribute OOH
Category – Public Service & Nonprofits
Agency – Extra Credit Projects
“Wednesday”
Category – Combined Multi-OOH Formats
Brand – Netflix

Silver OBIE Awards were presented to:

Sixt Airport Installation
Category – Contextual
Brand – Sixt USA
Agency – 19:13 GmbH
Don’t Arch
Category – Contextual
Brand – Wendy’s
Agency – Saatchi & Saatchi X
“You’ve Arrived” Mobile Pop-Up
Category – Experiential (Physical Presence)
Brand – M.M. LaFleur
MilkPEP Supports Female Marathoners
Category – Integrated Multi-Media
Brand – MilkPEP
Agency – GALE and Talon – Grand Visual
Pizza Pie Charts
Category – International
Brand – Pizza Pizza
Agency – Zulu Alpha Kilo
Sixt Airport Installation
Category – Automotive
Brand – Sixt USA
Agency – 19:13 GmbH
Sextro Vodka
Category –Food & Beverage
Brand – Sextro Vodka
Agency – BooneOakley
Signature Stripe
Category – Retail
Brand – Paul Smith
Agency – Overall Murals
Breakthrough Artist
Category – Billboards
Brand – Amazon Music
Agency – Overall Murals and Jelly London
“Butt No” to Fight Cigarette Litter in Philadelphia
Category – Street Furniture
Brand – Pennsylvania Department of Community and Economic Development
Agency – Red House Communications
“Wednesday”
Category – Transit
Brand – Netflix
“Avatar The Way of Water”
Category – Combined Multi-OOH Formats
Brand – 20th Century Studios

Bronze OBIE Awards were presented to:

The World’s First Billboard in Aurebesh
Category – Buzzworthy
Brand – LG x Lucasfilm
Agency – HS Ad
“Ozark” – Snell Farm
Category – Experiential (Physical Presence)
Brand – Netflix
Seven Feathers Consecutive Boards
Category – Entertainment, Live Events, & Gaming
Brand – Seven Feathers Casino Resort
Agency – Anvil Northwest
adidas x Gucci
Category – Fashion & Luxury Goods
Brand – adidas x Gucci
Agency – OUTFRONT STUDIOS
Columbia Warmth Melts Icy NYC Windows
Category – Fashion & Luxury Goods
Brand – Columbia Sportswear
Agency – Universal McCann and Lightbox
Childhood Domestic Violence: Change the Ending
Category – Public Service & Nonprofits
Brand – Childhood Domestic Violence
Agency – OUTFRONT STUDIOS
RODCO Steel Distributors
Category – Billboards
Brand – RODCO Steel Distributors
Agency – Lamar Advertising
Sextro Vodka
Category – Billboards
Brand – Sextro Vodka
Agency – BooneOakley
Craft OBIE Awards were presented to:

Patron – El Alto
Category – Digital Design
Brand – Patron
Breakthrough Artist
Category – Illustration
Brand – Amazon Music
Agency – Overall Murals and Jelly London

The OBIE Hall of Fame went to Netflix for their consistently exceptional creative work and continued investment in OOH over the years.

OBIE Award winners were chosen by a distinguished panel of jurors, led by FCB New York Co-Chief Creative Officer Gabriel Schmitt.

The jury included:

Logan Allanson, Global Executive Creative Director, VMLY&R Commerce
Madonna Badger, Founder and Chief Creative Officer, The Badger Agency
Marc Fenty, Senior Vice President, Director of OOH, Horizon
David Marsey, Senior Vice President, Media and Commerce, Allstate
Melody Roberts, Founder and Chief Creative Officer, Out of Home Creative
Grace Teng, Partner and Chief Media Officer, Zambezi

“It was a blast to help judge and now celebrate the creativity and innovation of the best out of home work in the industry,” said Jury Chair Gabriel Schmitt. “Hopefully, this body of work sets the tone of what the category can do.”

Signaling Continued Growth in Consumer Confidence

As marketers seek to reach shoppers over the next few months, out of home advertising shows renewed, strong engagement for brands, especially across pharmaceuticals, video streaming networks, luxury, and alcohol

Americans remain undaunted when it comes to spring and summer spending on travel, gifts, and luxury items. That’s the overarching view from a Harris Poll survey conducted with the Out of Home Advertising Association of America (OAAA), the national trade association for the entire out of home (OOH) media ecosystem.

Emerging from the uncertainty of the last few years, these latest findings pinpoint where consumer spending is the strongest right now, examine how any lingering unease is impacting spending priorities, and highlight key categories where OOH advertising is highly effective.

“Americans are adapting to continuous volatility with a new strategy: patience. While spending intent remains strong – especially in travel and experience-seeking – nearly half of all springtime shoppers are not tied to a specific timeline. Instead, they are moving week-to-week so as not to expose their household budgets to unnecessary risk. Overall, the mood remains upbeat because we want to travel, spend time with family and friends, and enjoy life,” said John Gerzema, CEO of The Harris Poll.

The report, “OOH Consumer Insights & Intent — Q1 2023,” examines consumer attitudes towards OOH ads from pharmaceutical companies, video streaming networks, luxury apparel brands, and alcoholic beverage marketers.

The topline findings include:

Summer Travelers Devoting More Dollars to Travel: A third of travelers (32%) surveyed plan on spending more on 2023 summer vacation compared to 2022. About 78% of the increased spenders say they expect to spend up to 50% more this summer versus the same period last year.

Summer Vacation Travel is up, but Slightly Shortened From 2022: Almost 90 percent of consumers plan to travel (89%), up from 85 percent last year. Six in 10 (59%) summer vacationers plan on taking less than two weeks off, while four in 10 (41%) plan on taking two weeks or more, which is down slightly from summer 2022 vacationers (48%).

And Some Groups Are Looking for Longer R&R: The groups most likely to take 2+ weeks for vacation are Gen Zers (49%), Urban 1M+ (45%), men (44%), and Gen Xers (43%).

Personal Trips: Personal vehicles (75%) remain the most common mode of transportation planned among summer travelers, with planes (59%) in second place followed by trains (15%), buses (10%), and subway/light rails (9%).

A Continued Shift Back to IRL: With concerns about COVID at record lows, consumers are looking to real life experiences this summer. Almost 90 percent plan to visit beaches or lakes (89%), and about two-thirds plan to stay in hotels during their vacation (66%).

Highest Intended Spending Expected in May: About 47% of springtime shoppers say they are not tied to a specific timeline for shopping for holiday/event gifts. Roughly a quarter of respondents plan to spend “a little each month,” while 23% have no monthly budgeting set in place. Meanwhile, 57% of Boomers and 54% of women are the most likely to keep options open on a monthly basis. Overall, the month of May generates the highest intended spend at 20%.

OOH Ads are Especially Influential With Younger Springtime Shoppers: Over half of Gen Z and Millennial shoppers say OOH ads impact their spring holiday or event gift purchases, with Mother’s Day leading the way (77% and 70%, respectively).

“Despite these unpredictable times, consumer confidence is growing. There’s a renewed desire to spend on travel and in-person experiences, and our research sheds light on OOH’s impressive impact here,” said Anna Bager, President and CEO, OAAA. “A third of consumers plan on spending more on summer vacations this year. This is a huge opportunity across national and local brands to engage the OOH medium.”

With the amount of seasonal spending and the modes of transportation people are factoring into their spring and summer plans, the opportunities to engage these consumers via OOH advertising is clear. That’s particularly true for marketing categories in medical drugs, high-end apparel, connected TV, and alcoholic beverages.

Consumer interest in OOH advertising messages is high across these categories: TV/video streaming product category (86%), alcoholic beverages (80%), pharmaceutical products (79%), and luxury apparel (77%).

The ability to capture consumers’ attention is further manifested in the significant notice rates The Harris Poll recorded for those product categories. For example, OOH ads for alcoholic beverages ranked highest with 64% of Americans 21 or older saying they remembered a placement. Alcohol OOH ad recall was followed by TV/video streaming (59%), pharmaceutical products (54%), and luxury apparel (47%).

The report found engagement after seeing an OOH placement for pharmaceutical, luxury apparel, or TV/video streaming is most likely to be a variation of online interaction (e.g., visit the company site, search for the brand/product online) while engagement for alcoholic beverages is most likely to lead to purchasing a product at a retail store.

Methodology

The Harris Poll conducted the online survey from February 14-21, 2023, with a representative sample of 1,005 U.S. Adults 18-64. Data is weighted to reflect the U.S. general public across age, gender, race/ethnicity, region, income, household size, and employment.

OOH Produces Second-Largest First Quarter Volume in History of the Medium

Out of home (OOH) advertising revenue increased one percent in the first quarter of 2023 compared to the previous year, accounting for $1.82 billion, based on figures released by the Out of Home Advertising Association of America (OAAA).

Despite economic headwinds, the quarter was the second highest in first quarter volume in the history of OOH, and also outpaced Q1 2019. Digital OOH, which accounted for over 31 percent of sales, increased 4.3 percent from a year ago. The Billboard category almost doubled the overall OOH growth rate by rising 1.9 percent.

“Out of home advertising’s resiliency continued in the first quarter despite a challenging ad marketplace. Our medium is well-positioned to connect with consumers at the most critical moments to drive awareness and engagement, which is why OOH continues to thrive,” said Anna Bager, President and CEO, OAAA. “Our recent research work with The Harris Poll and Morning Consult showcases OOH’s resonance with retail shoppers and underpins our strength as a results-producing marketing channel.”

Five of the top 10 product industries increased in volume, and two rose double digits, led by Public Transportation, Hotels & Resorts (+40%); and Schools, Camps, & Seminars (+17.3%), reflecting continued growing consumer demand for real-life experiences.

Five of the top 10 OOH product categories produced increases of 25 percent or more compared to Q1 2022, including:

Legal Service +40.4%

Religious, Charitable & Humanitarian +37.5%

Colleges & Universities +29.5%

Domestic Hotels & Resorts +29.1%

Quick Service Restaurants + 24.5%

Ranked in order of OOH spending, the top 10 advertisers in the first quarter were Apple, McDonald’s, American Express, Expedia, Verizon, Dunkin, JP Morgan, T-Mobile, Coca-Cola, and IHG.

Four in five of the top 100 OOH advertisers increased their OOH spend from Q1 2022, and over one-quarter (26%) more than doubled their spend. The top five advertisers with the greatest percentage of increased spend compared to Q1 2022 included: Meta, City University of NY, Emirates Airlines, HeGetsUs.com, and Chrysler; while the top five with the greatest dollar spend increase were Expedia, JP Morgan, IHG, American Express, and Panera.

Almost one-quarter (23%) of the top 100 OOH spenders were technology or direct-to-consumer brands, including these eight brands which finished among the top 20 (according to spend): Apple, Expedia, Verizon, T-Mobile, Amazon, Uber, Netflix, and FanDuel.

OAAA issues full industry pro forma revenue estimates that include, but are not limited to, Miller Kaplan and Vivvix (which is not adjusted to reflect changes in data sources), and member company affidavits. Revenue estimates include digital and static billboard, street furniture, transit, place-based, and cinema advertising.