2020 Road Trip Summer How to Reach Travelers Along Their Journeys Through Programmatic Digital Out-of-Home Anticipated Behaviors

● 78% will be undertaking a journey by road to reach their summer detention. ○ 62% plan to use their personal as their primary mode of vacation transportation, up from 36% last year – a remarkable increase of over 70%.

● National journeys will occur for summer vacation ○ 54% of summer vacation journeys will be national in nature (trips totaling over 400 miles roundtrip). ○ 13% plan to over 1000 miles this summer.

● For the majority, planned travel distance this year is similar or greater than last year. ○ 63% are travelling the same distance or longer this year for summer break. ○ The younger demos, ages 18-34, are planning to travel further this year versus last.

2020 Consumer Summer Vacation Plans Survey — OAAA, June 2020 2020: Road Trip Summer Road tripping has been on the rise for the past 4 years. With social distancing likely to remain through the summer, this year will see more people than ever taking to the roads for a summer escape.

Here are some tips on how brands can use digital out-of-home to drive success along the route. AUTO CARE (OR ACCESS) IS A TOP PRIORITY:

Use billboards, street furniture, in-store screens at Big Box retail & grocery locations in point-of-origin areas to remind drivers to tune up their vehicles before hitting the road, or highlight rental deals for non-owners.

Before a trip, people tune up their rides: ● 68% check the tires ● 62% check the oil ● 54% get an oil change Consider leveraging an audience from PushSpring to target consumers with a rental or repair app on their phone.

REPAIR & AUTO SUPPLIES VEHICLE RENTALS ROADTRIPPERS STOCK UP ON FOOD & SPECIALITY SUPPLIES: Leverage path-to-purchase inventory (billboards, street furniture) to drive to key retailers, and point-of-purchase DOOH (in grocery stores, big box retailers, convenience stores, and more) to keep your brand top-of-mind and drive sales.

● 54% check that they have packed enough food for the trip ● 45% bring a pet along for the ride

Remind drivers to stock a good supply of items catering to particular dietary needs (Gluten-free, Vegan, etc.) as these may be harder to find !

GROCERY STAPLES TREATS & SNACKS BREAKFAST BRANDS BEVERAGES PET SUPPLIES ROADTRIPPERS LIKE TO BE PREPARED:

Consider delivering messaging on ATM screens, inside big box stores and in proximity around key outdoor retailers.

Before a trip, many roadtrippers:

● Get cash at an ATM ● Purchase at least 1 new outdoor item or emergency & car safety item

FIRST AID & TOOLS & CAR OUTDOOR APPAREL COOLERS, GAMES & SAFETY BRANDS SUPPLIES & SUPPLIES PORTABLE TECH FOOD IS ON THE BRAIN - AND IN THE CAR

Use billboards & gas stations to encourage QSR visits, and in-store inventory to encourage point-of-purchase decisions.

● 71% are fans of eating in the car ● 66% don’t mind stopping for snacks and food

Reach consumers along key routes to popular destinations through PMPs with custom-selected inventory or by POI-targeting around key exits.

QSR CASUAL DINING PIT STOPS ARE PART OF THE JOURNEY:

Use billboards & gas stations to encourage snack product stops, and in-store inventory to influence point-of-purchase decisions.

● 70% usually stop to fill up on fuel ● 67% like a bathroom break, even when less than 3 hrs.

Vistar has access to in-store screens on ATMs, kiosks, by check-out registers and even on-shelf units!

BEVERAGE & ENERGY SNACKS & CANDY BARS & HEALTHY SNACKS LOTTERY Open for Visits!

While certain areas remain closed down, many others are welcoming visitors with open arms!

Many boards are tapping in to DOOH to let people know what is possible in local & regional tourism destination.

Whether it’s parks for camping, “glamping” options, local dining & nightlife options newly opened, or unique attractions reachable by car, let people know it’s time to come for a visit! Drive Success with DOOH From CPG & liquor to outdoor apparel to tourism sites, advertisers can tap into road tripping behavior to get key messaging in front of target consumers. Leverage programmatic OOH to reach consumers throughout their preparation and their journeys!

Before a road trip, people Set POI targeting around Leverage unique inventory such “LET’S HIT THE get vehicle tune-ups, stock auto-repair shops and as in-store grocery, Big Box & ROAD!” up on groceries, get cash & outdoor retailers liquor retail stores, or even shop for outdoor supplies. ATMs

A high majority of roadtrippers Create custom PMPs Leverage unique inventory such “ARE WE THERE stop for fuel, meals & snacks targeting billboards along as screens in QSR , YET?” while en route. routes to key destinations convenience stores & gas stations

Use POI targeting to Leverage unique inventory such “WE MADE IT!” surround key destination as convenience & liquor stores, EXIT exits & attractions family entertainment venues & more to reach visitors as they enjoy their trip! Sources:

● Data from MMGY Travel Intelligence in partnership with the U.S. Travel Assn https://www.latimes.com/travel/story/2020-05-05/after-coronavirus-taking-car-road-trip

● Survey of 2000 Americans by Quaker State and OnePoll https://nypost.com/2019/06/26/heres-how-many-are-we-there-yets-youll-hear-on-the-average-summer-road-trip/

● Arrivalist Daily Travel Index https://www.phocuswire.com/arrivalist-road-trip-surge-data

● 29th annual Portrait of American Travelers survey by MMGY Global https://www.forbes.com/sites/suzannerowankelleher/2019/07/10/survey-says-the-great-american-road-trip-is-havin g-a-moment/#6685963abade

● Research Study Says 72% Increase For Road Trips This Summer https://oohtoday.com/research-study-says-72-increase-for-road-trips-this-summer/ Visit: www.vistarmedia.com | Contact: [email protected]