Geopath Releases Second Annual ‘OOH For The Holidays’ Report
The report analyzes OOH media that reaches key audiences in these markets for the holiday shopping season.

NEW YORK – Geopath, the not-for-profit organization that provides the industry-standard audience metrics for Out-of-Home (OOH) advertising, today released its second annual “OOH for the Holidays” report to help advertisers leverage the power of OOH during the holiday shopping season.

The “OOH for the Holidays” report analyzes and provides detail on the OOH media efficiencies in reaching key demographics and gift-buying audience segments in ten of the top U.S. DMAs including New York, Los Angeles, Chicago, Dallas-Fort Worth, Philadelphia, San Francisco, Houston, Atlanta, Washington, D.C., and Boston.

Among the specific audience segments analyzed are those who plan to purchase computers, game consoles, and/or high-definition televisions in the next 12 months as well as key demographic segments, such as consumers ranging from 18-34 and 25-54 in age. The report also features market-level impression data for roadside and place-based media located in each market.

Key highlights from the “OOH For the Holidays” analysis include:

• Game consoles are a perennially popular holiday gift item across the U.S.; OOH media in markets like New York, Philadelphia, Washington, D.C., and Boston over-index the highest for reaching those audiences who plan to buy a video game console in the next 12 months.
• In Atlanta, OOH inventory located within 5 miles of major shopping points of interest (POIs) generates more than 785 million total impressions per week. Additionally, almost 2 in 5 in-market target impressions generated by this inventory are among those who have bought a skincare item in the past 12 months.
• OOH media within 5 miles of major shopping POIs in New York, Chicago, San Franciso, Washington, D.C., and Boston are 20% more likely to reach persons aged 25-54.
• In terms of family households, Houston has the highest percentage among the 10 DMAs observed at 71%, followed by Los Angeles (70%) and Dallas (69%).

“As consumers tighten budgets and shop at fewer retailers, brands might find it more challenging to capture attention and dollars this holiday season,” said Scott Fiaschetti, EVP Marketing at Geopath. “OOH has the unique ability to reach consumers throughout the entire holiday shopping journey, especially at the point of purchase. Our ‘OOH for the Holidays’ analysis can help guide brands as they look to connect with their target audiences during this crucial retail period.”

For more information or to download Geopath’s “OOH for the Holidays” report, visit https://geopath.org/oohfortheholidays/.