This may come as a surprise, but men spend more money on their moms for Mother's Day than women. The so-called "Momma's Boy" is saying thanks with his wallet, as a survey from the National Retail Foundation showed men spent 30 percent more on their mothers than women did in 2017. Oddly, on Father’s Day, these statistics reversed and the women outspent the men.

Regardless of who's swiping their card at the register, Americans overall were estimated to have spent more than $23 billion on Mother's Day last year! The average spend for consumers was $186 each, with millennials averaging $252 each. Wow, millennials, wow.

Here are a few insights to help your brand capture some of that spend in 2018:

Every day, our team browses campaign photos captured from across the country so we can share — What We're Loving. Through social media shares and tags, we also see what outdoor campaigns others are loving, including Emmy award-winning actor Sterling K. Brown. Check out this adorable Instagram post of his son posing in front of a Black Panther billboard in LA with #myboygetsasuperhero:

This campaign captivated fans coast to coast. In Los Angeles, our team used black lights to illuminate the creative when the sun went down on Pico Blvd.

San Francisco has a new form of digital advertising worthy of the city’s reputation as the nation’s hotbed of tech innovation and creativity. Advertisers can now access Clear Channel Outdoor’s first-ever street level dynamic digital ad network incorporating the very latest in smart data to propel brands to reach new levels of engagement with targeted audiences.

Shortly after the holiday decorations and lights have been stowed, bright red hearts, chocolate creations of every kind and super-sized stuffed animals make their annual appearance. Thoughtful reminders to show love to friends and family are everywhere, especially with prominent 14'x48' billboards sparking ideas for consumers during their daily commute.

While there are plenty of uncertainties in life, filing one's annual tax return is not one of them. For many, the sight of W-2s and financial statements in the mail makes hearts pound and palms moist. Thankfully, there's help right around the corner, literally – with billboard reminders of who to call, where to go and how to save and/or spend, depending on how big that refund may be!

Here are a few ways brands can display their solutions as consumers weave through their daily journey, with due date, Tuesday, April 17th lingering on the horizon:

In a society that feels "instant gratification takes too long," digital messaging mirrors that urgency, providing relevant creative that updates in real-time. Flexibility is one of the clear advantages of integrating digital out-of-home (DOOH) billboards into media plans.

We are a nation that lies across multiple time zones with wildly varying weather patterns. As the East Coast braced for hurricane season, the West prepared for wildfire season. California remains on guard for the 'Big One,' and states in the Great Plains keep their storm shelters well stocked for when the tornado siren blares.