Spring break is right around the corner, which means travel season will be kicking into high gear. With 1 in 5 Americans planning spring break trips this year, it’s bound to be a busy two months both on the road and in airports across the country.
As temperatures rise and schools let out for a much-needed break, college students and families are happily heading back out into the real world, looking for relaxation and connection. This is the time for brands to activate on digital out-of-home and meet their audiences wherever they are.
I hopped off the plane at LAX…
Whether you’re flying to your destination, going on a road trip, or enjoying a staycation close to home, time off is time off. People are inspired to go out and have fun, whether that is by shopping at the mall, grabbing a drink at the bar, or stocking up on sunscreen and snacks at the grocery store. Regardless of your choices, digital out-of-home is a natural extension of that experience.
Unlike traditional digital media, DOOH reaches people as they are actively out in the world, making decisions about where to go, what to eat, and what to buy. And the visibility of OOH is undeniable:
- Nearly 90% of adults report noticing an OOH ad in the past month
- 81% of travelers notice roadside billboards
- 86% of consumers say they notice billboard ads while driving
- 73% remember the message after just one exposure
Digital OOH doesn’t just get noticed; it integrates itself naturally into people's everyday experiences. Across studies from 2017 through 2022, OOH consistently produced higher ad recall than TV, radio, print, display ads, podcasts, and streaming audio. For brands trying to connect with travelers on the move, that kind of attention is invaluable.
Roadtripping with Digital Billboards
Ever play the ABC game in a long car ride? Staring out the window, searching billboard after billboard, trying to find the next letter of the alphabet before your sibling? Whether you win or lose, the point is, people are paying attention to those screens.
Billboards welcome a change of scenery from endless miles of trees and highway signs, which is why they remain one of the most impactful advertising formats for travelers. In fact, 55% of travelers notice digital roadside billboards, and 85% of those who see a billboard notice the message. For brands, that moment of attention can influence where travelers stop next, especially when deciding where to eat, fuel up, shop, or explore along the way.
Screenverse Billboard Opportunities
Through Screenverse, advertisers can access the largest portfolio of programmatic digital billboard inventory—encompassing more than 2,000+ billboards across both major cities and hard-to-reach DMAs. Apparatix brings together a vast network of independent billboard operators nationwide. This unique catalog spans both major metropolitan areas and the smaller highways travelers use to reach their destinations. From bustling cities to the backroads that lead to hidden vacation spots, the Apparatix network ensures brands stay visible throughout the journey.
Collective Outdoor offers high-impact digital placements in key markets, including a standout 12x24 full-motion digital billboard on Maryland Parkway in Las Vegas. Located just off the University of Nevada, Las Vegas campus, this screen reaches locals where they actually drive. While tourists may head toward the Strip, Maryland Parkway is a major route for residents and college students—including those heading out for spring break adventures.
Or, reach popular tourist destinations like Detroit with International Outdoor and Chicago with Community Digital Displays. The billboard inventory is positioned along major freeways, reaching commuters and travelers exploring some of the most vibrant cities in the U.S. Whether travelers are cruising through cities or crossing state lines, billboards keep brands top of mind along the way.
Influence decisions at the pump
Regardless of the destination, every road trip requires at least one stop for gas. This is the perfect moment for travelers to get out of the car, stretch their legs, and head into the store to stock up on snacks. While the stop at the gas station will only last for a few minutes, it’s a pivotal part of the trip, and one that brands have the opportunity to become part of.
At the pump and inside convenience stores, DOOH messaging reaches consumers right at the point of purchase. Especially for consumers with electric vehicles, refueling can take at least 30 minutes. This extended dwell time provides brands with ample opportunities to engage with audiences on-the-go. EOS Linx connects advertisers to EV vehicle owners through vibrant 75” digital screens in EV charging stations located in gas stations and multiple venue types.
For those who fuel up the old-fashioned way (at the pump), Dover Fueling Solutions’ innovative retail media network, 4CourtMedia, has a variety of premium digital screens available at all major oil brands across the country. Brands can bundle these pump screens alongside convenience store DOOH inventory, allowing them to reach travelers both at the pump during fueling and inside the store as they make purchase decisions.
These digital screens directly influence what travelers buy before getting back on the road. Need an energy drink? Which snack should you choose? Is there a restaurant nearby for dinner? Perhaps the next ad will have the answer.
Reaching the right travelers
This may be a shocker to some, but not all travelers are the same. They vary in age, interests, spending power, and travel habits. The beauty of DOOH is the ability to target and reach highly specific audiences in different ways.
Using advanced audience segmentation, brands can target consumers who are actively engaged with travel behaviors, including people who:
- Took 3 or more domestic round-trip flights in the past year
- Planned travel using the internet or apps in the past 30 days
- Took four or more international trips primarily for vacation
- Stayed overnight outside the U.S. within the past year
- Strongly agree that travel is one of their passions
These segments represent highly engaged travelers who are frequently on the move and open to new experiences. Screenverse inventory reaches these audiences at scale. Across 43,000+ digital screens, Screenverse’s DOOH inventory over-indexes above 150 for travel-focused audiences.
An over-index above 100 means these audiences are more likely to be present within the network compared to the general population, making Screenverse an especially efficient way to reach travel-minded consumers.
Top venues within the network include entertainment & tourism, billboards, gas station pumps, office buildings, residential and apartment buildings, casual dining, and more. Together, these environments ensure brands reach travelers before, during, and after their trips.
Where are you going for spring break this year?
So, where are you headed for spring break? Maybe the beach, an all-inclusive resort, a city trip, or simply to the mall with some friends! No matter where you’re headed, there will always be digital screens along the way.
Whenever you’re ready, we can help you plan your travel-focused campaign. Contact us to learn more about getting started.
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