Ubimo, a Quotient brand, specializes in transforming data into actionable marketing insights for the Out-of-Home (OOH) space. Today we will be exploring OOH exposure in and around gas stations and convenience stores in top summer destinations and the impact it has on OOH.
Summer vacation is the perfect time to visit a cabin, escape to the great outdoors or simply enjoy the warmer weather. While many vacation plans were altered due to COVID-19, people are looking for ways to safely take summer trips.
One way to accomplish this is to drive. Car travel is seen as a safe travel option by many people. In a recent survey, 57% of respondents had plans to drive to their vacation destinations this summer.
As people embark on their road excursions, they usually stop at convenience stores to stock up on snacks, beverages and gas. Ubimo’s data shows that over the course of the summer, movement around out-of-home (OOH) media at convenience stores and gas stations has been increasing.
Insight 1: National
Our data shows that foot traffic near OOH media at gas stations and convenience stores has increased over the course of the summer since Memorial Day. On average, movement around OOH screens at convenience stores is up 4.8% weekly during the summer months nationwide.
As media owners seek to promote their screens, knowledge of increased movement in summer months can demonstrate to advertisers the value on running campaigns at convenience and gas station locations.
Insight 2: Traverse City, MI
Traverse City, Michigan is very a popular summer vacation destination. This travel hotspot has experienced week-over-week increases in movement at convenience stores and gas stations at a higher rate than the national average. According to our data, the average weekly increases in movement around screens in convenience stores and at gas stations in the Traverse City DMA has been 16.0% during the summer months.
Insight 3: Portland, ME
Portland, Maine is another summer destination that has seen higher than average weekly increases in movement around OOH screens at gas stations and convenience stores. The average weekly increases in movement in the DMA were 11.6% during the summer months.
Whether it is families taking long vacations at summer homes or visitors looking for a weekend escape, advertising in popular summer travel spots is a great way to reach consumers with relevant messaging from brands. Programmatic Digital OOH, customized to target the right locations and audiences, can ensure brands stay top of mind in the summer and beyond.
To learn more about how Ubimo can provide insights to your company visit ubimo.com.
Disclaimer: This independent analysis is based on Ubimo’s location intelligence platform. This is an independent analysis and should not be construed in any way to suggest otherwise. Ubimo data is always anonymized and aggregated.
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