INDUSTRY RESEARCH / THE HARRIS POLL, FOR THE OAAA · 2024

58% of adults notice digital transit ads.

A Harris Poll survey for the OAAA: 58% of U.S. adults notice digital transit ads, and 84% of recent viewers took an action on their phone.

A bar chart of what recent viewers of digital transit ads did on their phone in the past three months: any action 84%, searched for the advertiser 47%, visited its website 44%, visited its social media 35%, downloaded or used an app 31%, used a QR code, swipe, tap or text 30%. Beside it, 58% of U.S. adults notice digital transit ads. — Phone actions after digital transit ads. Source: The Harris Poll for the OAAA, April 2024.

58%of adults notice digital transit ads

85%of recent viewers took an action in the past three months43% visited a restaurant advertised; 37% made a purchase at a store advertised

84%of recent viewers took an action on their phone47% searched for the advertiser; 44% visited its website

30%of recent viewers used a QR code, swipe, tap or text to get a coupon or information

Industry research, not a Vugo® campaign result. Figures as published by The Harris Poll, for the OAAA; sources below.

Study: The Effectiveness of Digital OOH Advertising: Digital OOH Transit Ads
Who ran it: The Harris Poll, for the OAAA
Sample: 1,023 U.S. adults aged 18 to 64, weighted to the U.S. population
Fieldwork: Online, April 2–9, 2024
Sponsor: The Foundation for Out of Home Advertising Research and Education (FOARE), the OAAA’s research foundation
Measure: Whether people noticed digital transit ads, and what recent viewers said they did in the past three months

WHAT IT MEANS FOR A CAMPAIGN

Screens on the move get seen.

More than half of adults notice digital transit ads. Vugo’s screens run on transit buses as well as in the rideshare cars and taxis where in-vehicle screens are available.

The phone is the next step.

Most recent viewers said they did something on their phone afterward: searched, visited a website, used a QR code. That’s why a Vugo screen ad carries a QR code to the advertiser’s own page.

MORE RESEARCH

What the studies say.

Every industry study of moving out-of-home on one page, with how each was done.

All research →

PUT IT TO WORK

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