Garden State of Mind: Spotlight on Out of Home Advertising in New Jersey 

August 27, 2024

New Jersey often gets a bad rap in pop culture, caricatured as a place filled with Italian-Americans who enjoy fist-pumping with friends and table flipping at family gatherings. But true New Jerseyans know that this is a complete misrepresentation of our culture. 

In fact, the Garden State boasts some of the country’s most affluent communities and highest-ranking educational institutions. We are a state of growth, diversity, intelligence, and wealth, representing a golden opportunity for advertisers seeking a dynamic marketplace for targeted campaigns. OUTFRONT’s extensive New Jersey out of home coverage ranges from bustling urban communities to the most rural areas of the state. 

Let’s dive into some of the reasons why smart brands are building with out of home advertising in New Jersey.

Location, Location, Location!

Although often overshadowed by the colossal metropoles of New York City and Philadelphia, New Jersey is nobody’s sidekick. Its rich blend of cultural influences, urban energy, natural beauty, and economic opportunities make it an intriguing and dynamic state for families and businesses. Boasting one of the busiest seaports and airports in the country and an extensive network of highways and railways, New Jersey boasts easy access to nearby major markets. OUTFRONT offers premium billboards at the George Washington Bridge, Lincoln Tunnel, and Holland Tunnel, reaching thousands of NYC commuters daily.  

A True Melting Pot

New Jersey’s high quality of life, higher education excellence, and world-class workforce are what truly make it the best place in North America for both families and businesses to thrive. In addition to being the most densely populated, we are the fourth-most racially, ethnically, culturally, and linguistically diverse state in the country (SOURCES: Mapped, Most Diverse States; Dynamic Language; WalletHub).

More than 30% of the New Jersey population speaks a language other than English (SOURCE: World Population Review); if you’ve been around long enough, you’ll notice the growing pockets of ethnic communities such as Little India in Iselin/Jersey City, Koreatown in Fort Lee/Palisades Park, and Little Brazil/Portugal in Newark. The state's demographic blend contributes to a dynamic and inclusive environment that makes New Jersey a microcosm of the American melting pot. At OUTFRONT, we have billboards and bike share advertising situated within these diverse neighborhoods allowing advertisers to speak directly to their audience and in their language.

Tourism Growth and Major Points of Interest

In 2023, New Jersey welcomed over 120 million visitors resulting in $49.1 billion in visitor spend across various sectors such as food and beverage, lodging, retail, transportation, recreation, and entertainment (SOURCE:NJ Tourism Economics). New Jersey is home to notable landmarks and entertainment hubs like MetLife Stadium in East Rutherford, a prime venue for concerts, NFL games, international soccer matches, and even a WrestleMania. Nearby in Newark, the Prudential Center hosts everything from hockey games to live performances. About 10 minutes from there is the Red Bull Arena, where MLS matches happen. Another North Jersey standout in East Rutherford is the American Dream, a massive lifestyle center complex that combines shopping, dining, and entertainment with attractions like an indoor water park and a ski slope. 

But what really drives this state is its 130 miles of coastline. During the summer months, New Jersey draws thousands of visitors from across the region to iconic boardwalks and beach towns such as Asbury Park, Point Pleasant Beach, Long Beach Island, and Cape May. OUTFRONT has a network of over 100 digital billboards that can deliver timely, contextually relevant messaging to commuters, sports fans, or those heading “down the shore.” These screens can be purchased through traditional channels, programmatically, or through our Digital Direct Ad Server (DDA).

A Hub for Life Sciences and Technology

The state’s economy is bolstered by a diverse range of key industries but the most notable is life sciences and technology. Did you know New Jersey leads in the highest number of scientists and engineers per square mile among all states (SOURCE: ChooseNJ)? Phama and biotech play a significant role, with eight of the top ten global pharmaceutical companies headquartered here (SOURCE: Fierce Pharma). New Jersey is also making strides toward becoming the next hub for artificial intelligence, thanks to its strength in research and development, education, and location. In addition to tech, the state is also a crucial hub for finance, film, and manufacturing, making it a vibrant economic powerhouse with a robust job market. 

A State of Affluence and Wealth

If you’re a brand seeking to reach an affluent market, look no further than New Jersey. The median household income of $96,346 (SOURCE: Neilsberg) makes this one of the most affluent states in the country. On top of that, two New Jersey counties – Somerset and Hunterdon – are among the 15 wealthiest in the U.S. (SOURCE: Geeks for Geeks). New Jersey also has the highest ratio of millionaire households per capita (SOURCE: Statistica).

OUTFRONT has the capabilities to build campaigns tailored to target these wealthy consumers, or any desired audience segment, with the use of OUTFRONT’s proprietary data platform—smartSCOUT™. With this powerful tool, national and local brands alike can efficiently plan and spend campaign budgets to target key audiences and align with traffic trends in the desired market(s). 

Why Advertisers Should Take Note

New Jersey’s blend of cultural richness, economic vitality, and prime location makes it a uniquely compelling opportunity. Its strategic location between two major cities provides access to a broad and affluent audience. Our diversity means that campaigns can be tailored to a wide range of demographic groups. Additionally, the high concentration of businesses and the state’s robust consumer spending offer a fertile ground for impactful marketing using OUTFRONT’s products and services. 

Whether it's the allure of its beaches, the excitement of its entertainment venues, or its dynamic economy, New Jersey is a state that continues to captivate residents and visitors alike, making it an ideal place for investment in advertising.

Contact us now to find out how we can introduce the Garden State to your brand.

Author: Francesska Rodriguez, Senior Marketing Specialist @ OUTFRONT
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