A new study highlights the accelerating momentum of travel post-pandemic—and the powerful role out of home (OOH) advertising plays in converting that movement into financial impact.

Nearly 4 in 10 consumers report driving more than before COVID, and 83% of U.S. adults (including 9 in 10 Gen Z) are planning leisure trips. Most will take about 9 days off, with over 20% planning two weeks or more. One in four say they’ll spend more on travel this year than last.

OOH ads are proving effective across all travel stages. Over 50% of consumers recall seeing travel-related OOH ads, and two-thirds say those ads influence their destination, activities, or lodging choices. In airports, 69% of flyers notice OOH, and 87% take follow-up action—usually online research.

From billboards to airport walls, OOH reaches consumers at high-impact moments, driving awareness, intent, and bookings when it matters most.

**Read the full article by Cassady Nordeen here

SignValue’s Role in the OOH Industry:

As a trusted advisor in billboard valuation and consulting, SignValue is committed to helping clients navigate the evolving OOH landscape. Our expertise includes:

• Appraisal: Providing precise and actionable insights into the value of advertising properties.
• Brokerage: Assisting clients in buying, selling, and leasing OOH advertising assets to achieve optimal financial outcomes.
• Consulting: Advising sign and landowners to maximize the value of their assets and build better signs.
• Management: Helping landowners maximize the value of their billboard lease interests.

For more information on how we can assist with your OOH advertising needs, contact us at info@signvalue.com or (480) 657-8400.