The following insights have been taken from the GWI February 2025 Zeitgeist. GWI Zeitgeist is a free add-on to GWI Core, featuring a different set of monthly topical questions. You can view the full list of topics for February by clicking here.
International Vacation Buyers More Exposed to Urban and Transit-Based Ads
Recently, both domestic and international vacation buyers reported seeing ads primarily in high-traffic areas such as billboards, shopping malls, airports, and street-level posters. However, international vacation buyers are more likely to have encountered ads in these locations. They are also more prone to seeing ads at bus stations, bus stops, or train/metro stations. This suggests that international buyers may be exposed to advertising in more urban and transit-centric environments compared to domestic buyers.
GWI Zeitgeist, February 2025.
3,436 internet users who are planning to purchase a domestic vacation.
2,689 internet users who are planning to purchase an international vacation.
You can view more insight into ad locations seen in the last week by using this question on the platform.
Out-of-Home Ads Seen as More Engaging and Creative, Especially by International Vacation Buyers
Both domestic and international vacation buyers have shared that out-of-home ads feel less intrusive than online ads, with domestic buyers particularly agreeing. They also believe they are more likely to notice these ads compared to online ones and consider them more creative, especially international buyers. This suggests that out-of-home ads are viewed as more engaging and inventive than online ads, particularly among international vacation buyers.
GWI Zeitgeist, February 2025.
3,436 internet users who are planning to purchase a domestic vacation.
2,689 internet users who are planning to purchase an international vacation.
You can view more insight into feelings about outdoor ads by using this question on the platform.
Humour, Timely Content, and Localised Ads Drive Engagement with Vacation Buyers
Both domestic and international vacation buyers have stated that humour and entertaining content are the most likely factors to drive engagement with out-of-home ads. They also appreciate relevant and timely content, as well as promotions like discounts or giveaways, especially when the ads are tailored to the local area (e.g., city-specific advertisements), with domestic buyers showing a stronger preference for this. With this in mind, there is a great opportunity for advertisers to create engaging, location-specific campaigns that incorporate humour, timely content, and attractive offers to better connect with vacation buyers and drive higher engagement.
GWI Zeitgeist, February 2025.
3,436 internet users who are planning to purchase a domestic vacation.
2,689 internet users who are planning to purchase an international vacation.
You can view more insight into engaging features of out-of-home ads by using this question on the platform.