Data fuelled location based marketing. Connecting the brand and consumer in the modern OOH ecosystem.

Now that we have your attention, let us tell you about how OOH media is THE standout contender in the battle for the most precious of media resources – audience attention. Advertising is in the business of attention, an industry that builds real-world emotional responses between brands and people. Attention must be at the forefront of marketer’s minds when channelling media investment because research shows how attention helps build brands and drive sales. 

In 2024, the battle for consumer attention is more intense than ever. The world is increasingly dominated by a constant stream of messaging at every touchpoint. Amid this backdrop, PML Group published IMPACT Attention, a comprehensive study delving into the unique position of OOH as a leader in the attention economy.

By examining the consumer perception of various pillars relative to OOH attention, we provide actionable insights for marketers looking to maximise their impact and win the attention battleground with OOH as their not-so secret weapon.

The research involved a quantitative study conducted by Ipsos B&A, comprising eight waves of 300 respondents across Dublin, aged 16 to 54 years. Each highlighted a unique facet that showcases why Attention and OOH advertising are inseparable

Use the below table to navigate through each aspect of the 8 pillars. For more information on any aspect of IMPACT Attention, contact info@pmlgroup.ie.

The OOH Attention Advantage

  1. The OOH Attention Advantage

Given the weight of choice across digital, audio, and visual platforms, capturing an attentive audience in one place is no mean feat. For brands on OOH, this audience has never been greater. Our population is the biggest in 150 years. Traffic, retail footfall and commuter journeys are eclipsing 2019 levels. High levels of urban mobility are now complemented by a suburban buzz as new lifestyle patterns and the behavioural change of recent years has settled. The audience is primed for attention.

Recent insights from Amplified Intelligence highlight the critical role of attention from both an Active (direct and conscious engagement) and Passive (capturing subconscious awareness) lens as a core means of driving business outcomes. OOH is primed to capture both via non-intrusive, classic OOH as well as prompting engagement via interactive elements such as QR codes, augmented reality and social integration via Liveposter.

To that end, our study revealed that OOH advertising including Billboards, Outdoor ads, posters, digital screens, and buses caught the attention of 83% of consumers.

The data shows that younger demographics exhibit the highest levels of attention, with 87% of respondents aged 16-24 and 86% of those aged 35-44 reporting that they notice OOH ads. This high engagement among younger audiences suggests that OOH advertising is not only relevant but also impactful for targeting digitally savvy consumers.

Implications:

The proof is in the pudding: OOH is the attention medium.

The strong attention metrics among highly desirable but elusive younger audience demographics highlight the potential for OOH advertising to cut through the noise of everyday life. This is further backed by recent research from Posterscope highlighting Gen Z’s advertising preferences and, in particular, how they engage with OOH advertising.

The high attention capture rates underscore the potential of OOH to engage consumers during their daily activities. Billboards and digital screens in high-traffic areas can serve as constant reminders of a brand, creating multiple touchpoints throughout the day. This consistent exposure helps in building brand recall and reinforcing brand messages. By designing campaigns that resonate with consumers, advertisers can enhance visibility and engagement, driving more meaningful interactions with their brands.

Comparative Noticeability

The latest Kantar TGI release revealed that more than 2.6 million Irish adults have noticed an outdoor ad in the past week. Our own study revealed that 93% of consumers ranked some for of Outdoor advertising in their top 5 media for noticeability. Out of Home advertising is a diverse and dynamic medium, encompassing various formats and environments. Billboards, posters, digital screens, transit ads, and more all differ in their capacity to capture audience attention and deliver advertising messages effectively.

Understanding these differences is crucial for optimising OOH campaigns to achieve maximum impact and engagement. The noticeability of different OOH formats can be attributed to several factors, including size, location, and context. Traditional formats such as billboards and posters offer broad visibility, while digital OOH formats like digital screens and dynamic displays can engage audiences on a deeper level.

Implications

The varying levels of noticeability among OOH formats highlight the need for a strategic approach to OOH buying. By leveraging the broad visibility of traditional formats and the high attention potential of DOOH screens via dynamic digital content, advertisers can create a comprehensive OOH strategy that maximises both reach and recall.

Traditional formats like billboards and posters should be utilised in high-traffic areas to ensure maximum visibility. These formats are particularly effective for brand awareness campaigns where the primary goal is to reach as many people as possible.

Digital screens and interactive displays offer opportunities for more engaging and dynamic content. Advertisers should capitalise on the ability of these formats to display video and interactive elements, which can capture and hold audience attention more effectively.

Incorporating unusual OOH formats into the advertising mix can enhance brand recall and perception. These formats can be used for special campaigns or product launches to create a memorable impact on the audience.

The placement of OOH advertisements is crucial. Locations with high dwell times, such as bus stops, transit hubs, and malls, should be prioritised for formats that benefit from prolonged exposure.

Combining traditional and digital OOH formats can create a synergistic effect, enhancing overall campaign effectiveness. For example, a billboard campaign can be complemented with digital screen ads in nearby areas, reinforcing the message across multiple touchpoints.

Brand Discovery and Awareness

  1. Brand Discovery and Awareness

Outdoor advertising plays a crucial role in brand discovery by providing high visibility and wide reach. Previous research by the Outdoor Advertising Association of America (OAAA) indicated that OOH advertising can increase brand awareness by up to 300%, while our own iQ research has consistently shown Outdoor is a strong means of consumer brand discovery.

To that end, consumers have once again responded strongly to OOH facilitating brand discovery, with 67% of study respondents reporting that they have discovered new brands through the medium over the past year.

Brand discovery is particularly pronounced among respondents aged 16-24 and 45-54, with 75% and 73% respectively indicating that they have encountered new brands via OOH, speaking to the visibility and reach of the medium for generating brand awareness and perception.

Engagement During Activities

Kantar’s Media Reactions revealed consumers prefer channels that cause the least interruption to their lives. When it comes to advertising, consumers prefer in-person media channels like OOH, with the average person on the street preferring ‘sociable’ over social media.

Speaking to this, our study also reveals that Outdoor advertising can effectively engage local exercisers by providing visual interest and motivational content along their routes. These ads offer a welcome distraction, enhance the visual appeal of the environment, and deliver relevant messages that resonate with health-conscious individuals. Regular exposure along familiar exercise paths reinforces brand recall, while interactive elements and mobile integration create memorable and engaging experiences. Strategically placed outdoor ads capture the attention of exercisers, making their routines more enjoyable and connecting them with the brand in meaningful ways.

62% of respondents noted as having engaged with OOH ads while participating in Outdoor activities and exercise. This engagement is particularly high among the 16-24 age group, with 71% reporting interaction with OOH ads during physical activities.

Implications:

The ability of OOH to drive brand discovery is crucial for new product launches and brand awareness campaigns. By strategically placing ads in locations frequented by the target demographic, brands can effectively introduce themselves to potential customers. This is particularly valuable for new and emerging brands looking to establish a market presence.

These findings also highlight the versatility of OOH advertising in capturing attention during various activities. Advertisers can strategically place ads in locations where people exercise or engage in recreational activities, such as parks, gyms, and recreational centres, to maximise engagement and brand introduction.

Strategically placed campaigns in high-footfall areas can target diverse audiences, ensuring continuous and impactful exposure. The visual appeal and innovative nature of Outdoor formats can capture attention and create memorable impressions. Complementing other media, they reinforce brand messages through repetition and offer a non-intrusive, cost-effective way to enhance brand credibility and community connection, ultimately driving consumer engagement and business growth.

Cross-Media Reminder Effect

  1. Cross-Media Reminder Effect

OOH & TV

73% OOH ads reminds me of ads I have seen on TV.

OOH & TV have long been considered complementary media. OOH adds incremental reach & frequency to a TV campaign, especially amongst hard to reach younger and more upmarket audiences. They are a complementary in terms of:

  • Time of Day – roadside and commuter OOH is most effective during and in-between weekday rush hours while TV attracts prime time audiences in the evening.
  • Geographies – OOH is particularly adept at reaching younger city audiences.
  • Moods – At home we tend to be more relaxed and introspective while out of home we tend to be more active and reactive.

So, TV & OOH work together to drive:

  • Advertising cut-through
  • Brand awareness
  • Brand equity & stature
  • Message communications
  • ROI & campaign longevity

Outdoor targets a younger demographic than other traditional media – radio, TV & press. Heavy OOH consumers earn more, and lighter TV viewers travel more. In effect Out of Home, in indexing high with young and upmarket cohorts, is a good ‘fit’ in terms audience with other media channels. It fills holes in demographics and builds frequency into broadcast campaigns.

OOH & Online

OOH complements online in a number of ways.

Reach

Reach is still the key ingredient for driving market share and building brands. OOH essentially provides a way for brands to build mass awareness with comparably low CPT’s. A powerful and trusted interaction, OOH nudges consumers into the buying funnel where digital plays an increasingly important role. Developments in technology and data have effectively digitised OOH’s reach. Mobile data reveals consumers’ movements and digital behaviours, providing a clear view of where, when, and how consumers interact with digital content when outside of their homes. Using data to plan OOH optimises reach. Brands can effectively target different audiences to influence new and changing patterns in consumer behaviour through location, frequency, and context. And the flexibility and agility of DOOH ultimately sharpens this focus to transform how brands drive saliency through contextual relevance…at scale.

IRL to URL: OOH drives consumers online

By bridging our public and private worlds, OOH advertising extends reach beyond the streets, driving consumers from In Real Life (IRL) experiences to online actions (URL).

As brands and retailers invest to transform the shopper experience, and meet the demand for online buying, understanding how to reach and drive consumes to sites, apps and stores is fundamental for growth across categories.

The Point of Search research found that consumers more likely to search and purchase on mobile when out of home.

OOH is at the heart of mobility. There’s a natural synergy between the OOH and mobile experience, with both steeped in location. Unlike other media it can’t be skipped, scrolled past, or blocked. It’s hard to ignore. Which is why OOH can affect real behavioural change in ways that other, more passive media cannot.

Brands have consistently sought to leverage mobile as part of their OOH campaigns, to bridge their physical and digital efforts, connecting consumers using interactive QR codes, NFC capabilities and Augmented Reality.

Reinforcing TV and Online Ads

One of the standout findings from our study is the cross-media reminder effect of OOH advertising. A significant 73% of respondents reported that OOH ads reminded them of ads they had seen on TV, while 72% stated that OOH ads reminded them of online ads.

Implications:

These results emphasise the integrative power of OOH ads within a broader media strategy. By reinforcing messages seen on TV and online, OOH advertising can enhance brand recall and increase overall campaign effectiveness. Brands should adopt a multi-channel approach, using OOH ads to complement and reinforce their digital and TV campaigns, thereby creating a cohesive and impactful marketing strategy.

Integrating OOH with other media channels can significantly amplify a campaign’s reach and impact. When consumers encounter consistent messaging across multiple platforms, it enhances recall and reinforces the brand’s presence in their minds. This synergy is particularly effective in multi-channel marketing strategies.

Path to Purchase

  1. Path to Purchase

Impact on Purchase Decisions

When UK’s Out of Home representative body Outsmart published their ‘The Last Window of Influence’ study, it aligned with Byron Sharp’s ‘How Brands Grow’ by showing OOH the probability that a consumer will notice, recognise or think of a brand in a buying situation speaks to OOH’s key strengths: recency and relevance impacting on that consumer’s memory. The viability of Out of Home to build mental availability and bring about an action in consumers.

And it’s not just a question of advertising in the last window of influence. It’s about engaging classic roadside formats that consumers see as part of the fabric of their communities and that they notice more now in their communities than ever before. Digital signage also allows advertisers to vary the creative message to deliver an added layer of relevance and create added interest and action.

To that end, our study reveals that 61% of respondents indicated that OOH ads influenced their purchase decisions. This influence is particularly strong among younger demographics, with 79% of those aged 16-24 reporting that OOH ads impacted their purchasing behaviour. Gender differences are also notable, with 65% of males and 57% of females acknowledging the influence of OOH on their buying decisions.

 

Perception of Familiar Personalities in OOH Ads

For well-established brands, focusing on Passive Attention through high-quality content and strategic placements can reinforce brand equity. Our IMPACT awards showed familiar personalities in OOH ads generate high recall, implying they too draw attention through passive noticeability. Though elements of perceived trustworthiness towards local celebrities, influencers, or well-known figures have been noted to create stronger connections with their audience, fostering brand loyalty and recognition. This strategy is not only about capturing attention but also about making a lasting impression that drives consumer behaviour.

To that end our study found an impressive 79% of consumers reported that OOH ads featuring well-known figures grab their attention, with 61% of respondents indicating increased trust and recall towards them.

The attention-grabbing power of familiar faces is consistent across various demographics, but certain groups exhibit higher engagement levels. Among respondents aged 16-24, 81% noted that these ads caught their eye, while 80% of those aged 45-54 reported the same. The highest engagement was observed among males aged 45-54 (91%) and females aged 25-34 (83%). Trust levels are highest among males aged 25-34 (73%) and lowest among females aged 45-54 (56%).

The influence of well-known personalities extends beyond attention. A substantial 76% of consumers stated that they are more likely to remember a brand or message if it features a well-known personality. 68% of consumers also note as that seeing a familiar face in OOH ads makes the content feel more personal to them.

Implications:


The influence of OOH ads on purchase decisions demonstrates their direct impact on consumer behaviour. This reinforces the importance of strategic ad placement and creative content to drive purchasing decisions, especially among younger demographics.

The ability of OOH ads to influence purchase decisions underscores their direct impact on consumer behaviour. Brands should focus on crafting compelling and persuasive ad content that highlights unique selling points, promotions, and calls to action. Additionally, placing ads near retail locations can provide the final nudge needed for consumers to make a purchase, thereby driving sales and increasing ROI.

Additionally, ads featuring familiar personalities are not only more likely to be noticed but also more likely to be remembered. By featuring recognisable and relatable figures in their OOH ads, brands can enhance their advertising effectiveness. This approach can lead to higher brand recall, increased engagement, and ultimately, greater consumer trust and loyalty.

The high visibility and strategic placement of these ads ensure constant exposure to new brands and products. The engaging and visually appealing content captures consumer attention, making the ads memorable and impactful. Repeated exposure along familiar routes reinforces brand messages, while interactive elements and relevant promotions provide additional motivation to explore and purchase the advertised products or services. These factors collectively make outdoor advertising a powerful tool in shaping consumer behaviour and driving purchasing decisions.

Effectiveness of Innovation across Classic & Digital Formats

  1. Effectiveness of Innovation across Classic & Digital Formats

Innovative Formats and Their Impact

Non-conventional Out of Home advertising formats are fun, innovative, and effective means of generating brand recall. Our Special Effects study previously highlighted the hugely positive impact that innovative formats have in terms of noticeability, brand perception, and activation.

Not everything that counts can be counted. There is a priceless value on building real world emotional connections between brands and consumers. When it comes to synergy with mobile and social media, the most shared ads often provoke happiness, friendship, or inspiration. Our clients are continually looking for creative and innovative ways to engage audiences. OOH has a unique ability to literally stop people with special builds and dominations that are enjoyed and shared.

When it comes to more recent employments of innovation in the Irish market unique OOH activations such as projections, lenticular posters, and sound-enabled transit tunnels have proven to be exceptionally effective at capturing consumer attention, with our study noting 85% of respondents to consider this the case.

The figure remains the same when it comes to the placements of innovative or unusual advertising formats creating the perception that the brand is more memorable. For both statements, demographics were fairly unwavering across the board.

Moreover, the study also found that 84% of respondents consider brands who make use of these innovative formats as being innovative themselves, setting great expectations for those who decide to go beyond the billboard.

Engagement with Digital Screens

With any ad, certain elements capture the viewer’s attention more than others. Understanding this dynamic is critical in determining what part of an ad will grab the viewer’s attention and keep it engaged.

To that end, our study surfaced 81% of respondents noting digital screen ads with video as engaging. Engagement is particularly high among the 25-34 age group, with 89% reporting interest in digital screen ads.

The attention effectiveness of Digital Out of Home advertising is significantly enhanced by the use of video and moving imagery. These dynamic elements naturally capture attention more effectively than static images, leveraging the power of motion to engage viewers quickly and sustain their interest. While the likelihood of a consumer waiting for an ad to replay depends on various factors, such as location and content appeal, compelling video ads can deliver impactful messages even in fleeting moments.

To that end, our study found that 74% of respondents would wait for a digital ad to replay to learn more about it. This is more pronounced among 25–34-year-olds at 82%.

Dynamic Digital OOH

The reactive real-time capabilities of Digital OOH and its short lead times means advertisers can deploy new or updated messaging quickly. However, it also provides the flexibility to be contextually relevant in the moment, delivering precision data through platforms like Liveposter.

Key findings from the Moments of Truth study showed consumer brain response is 18% higher when viewing relevant content in digital Out of Home campaigns, which in turn leads to a 17% increase in consumers’ spontaneous advertising recall.

As we approach a post cookie world, client-owned data, collected data and live data will become more relevant in engaging audiences in the attention arena.

Implications:

By incorporating innovative formats into their OOH advertising strategies, brands can create memorable and engaging experiences that resonate with consumers. This approach not only enhances brand visibility but also fosters a deeper connection with the audience. Leveraging innovative formats can significantly enhance the impact of OOH campaigns. These formats not only capture attention but also create memorable experiences that differentiate a brand from its competitors. Interactive elements can further increase engagement and drive consumer actions.

The high engagement with digital and video ads indicates a strong potential for dynamic and interactive content. Brands should invest in digital OOH formats that offer replayability and movement, significantly enhancing viewer engagement and message retention. These formats allow for more creative and impactful advertising, capturing the attention in high footfall areas.

Public Information

  1. Public Information

OOH in 2024 finds itself as the medium for communicating critical messaging surrounding different initiatives and events which will see the power of the medium’s reach and frequency to get the message out to the public. From the launch of the new Deposit Return Scheme to European elections, public bodies and advertisers seeking to be contextually relevant are seeing the potential of Outdoor advertising to reach a broad audience, communicate key messages, and drive public awareness of new offerings.

We know it works: our previous Media Impact surrounding pandemic-era messaging found that 77% of respondents believe OOH to be ‘very effective’ as a means of spreading public information. This study reinforces that statistic: when it comes to drawing attention to new public services and initiatives,  88% of consumers responded as the medium being effective.

Implications:

OOH is highly effective for disseminating public information, with the highest impact among older females.

These insights suggest that OOH advertising should be a cornerstone of any public information campaign, particularly those aiming to drive awareness and engagement across diverse demographics. By leveraging the medium’s strengths, advertisers and public bodies can ensure their messages are not only seen but also resonate effectively with their intended audiences.

Sustainability Messaging

  1. Sustainability Messaging

Brands can leverage OOH advertising to spotlight their sustainability efforts and socially responsible initiatives, aligning with their customer’s values.

OOH is a one-to-many platform, with each advertisement being seen by many people. This makes it an incredibly power efficient medium for reaching large numbers of people.

Not only does OOH provide a platform for brands to promote green initiatives, but it also allows them to execute more environmentally friendly campaigns. Our study found that 84% of people think OOH is an appropriate and effective platform for brands to communicate sustainability messaging while 78% of respondents think more positively about brands that promote sustainability. Attention is a key marketing metric and almost 3 in 4 (73%) ‘pay more attention’ to brand advertising that promotes sustainability.

Brands can use OOH’s brand building power to fuel long term growth and brand equity, avoiding (where possible) falling foul of ‘shortermism’. With rising customer cynicism, brands can use OOH’s trustworthy credentials on the frontline of everyday life to deliver their message.

Conveying Sustainability Messages

OOH advertising is highly effective for conveying sustainability messages, with 84% of respondents finding OOH ads effective for this purpose. This effectiveness is highest among the 35-44 age group, with 90% reporting that OOH ads effectively communicate sustainability messages.

Impact on Brand Perception

Our study shows that sustainability messaging in OOH ads positively impacts brand perception. Consumers are increasingly looking for brands that demonstrate a commitment to environmental and social responsibility.

Implications:

The ability of OOH ads to convey public information and sustainability messages underscores their role as a trusted medium. Brands can enhance their image by highlighting sustainability initiatives through OOH advertising. This approach can improve brand perception and appeal to environmentally conscious consumers, particularly those who prioritise sustainability in their purchasing decisions.

By integrating sustainability messages into their OOH campaigns, brands can not only attract attention but also build trust and loyalty among consumers. This strategy is particularly effective in appealing to environmentally conscious demographics, enhancing the overall effectiveness of OOH advertising.

OOH offers a unique platform to showcase a brand’s commitment to sustainability in a tangible and visible way. By using eco-friendly materials and highlighting sustainable practices, brands can resonate with environmentally conscious consumers. This approach not only boosts brand image but also drives consumer loyalty.

Going Local

  1. Going Local

The incorporation of contextual information in OOH advertising has shown significant promise in capturing consumer attention and driving engagement. Our previous Going Local study highlighted the impact of localised OOH advertising on consumer perceptions and behaviour, emphasising the tailored approach’s effectiveness in the attention economy. Expanding on that 2023 study, the questions were broadened to explicitly focus on attention capture and its implications on future brand considerations in terms of support and implied senses of community alignment.

Enhanced Attention Capture

Localised OOH advertisements that feature contextual information are perceived to better capture consumer attention. According to our data, 65% of respondents noted that such tailored messaging effectively captured their attention. This effect was particularly pronounced among the 35-44-year age group, with 69% reporting increased attention capture. Among gender demographics, females aged 35-44 years demonstrated the highest attention levels at 76%.

These ads not only capture current attention but also make consumers more likely to pay attention to future advertisements from the brand. 60% of respondents stated they were more likely to notice future ads from brands using contextual messaging. This effect was particularly strong among younger demographics, with 72% of 16-24-year-olds and 77% of females aged 25-34 years affirming this likelihood.

Attention Affect: Perception and Memorability

What is the result of contextual attention when it comes to OOH advertising? Memorability, community/tangible consumer connections, and overall positive brand impressions were noted as being the lasting effects.

Overall, 58% of respondents found localised ads to be more memorable, with the highest impact observed among the 16-24 age group at 71%. Female respondents aged 16-24 and 25-34 years reported memorability rates of 74% and 66%, respectively, indicating a strong retention of localised advertising messages.

Localised OOH ads help in forming tangible connections between brands and consumers. 57% of respondents felt that contextual information in ads facilitated a tangible connection. Females aged 16-24 years and 25-34 years reported higher connection rates at 67% and 61%, respectively.

OOH advertisements that reflect local community values and contexts are seen as a sign of brand understanding and value. 54% of respondents agreed that such ads made them feel the brand understood and valued their community. This perception was strongest among the youngest demographic, with 63% of 16-24-year-olds and 75% of males in the same age group acknowledging this connection.

The likelihood of supporting a brand increases with the use of contextual OOH advertisements. Overall, 54% of respondents indicated a higher likelihood to support brands using localised messaging. Notably, 72% of the 16-24 age group and 85% of males within this cohort were more inclined to support these brands. The 2023 study highlighted that 53% of respondents felt local copy made them more likely to support the brand because it shows local awareness.

Finally, 59% of participants felt that contextual OOH ads positively influenced their perception of the brand. This positive impact was most notable among respondents aged 25-34 years, with 63% affirming the statement, while 70% of females aged 25-34 years also echoed this sentiment.

Implications

The data espouses the importance of integrating contextual and localised elements into OOH planning. By tailoring messages to reflect local community values and contexts, brands can enhance attention capture, memorability, and positive brand perception. Moreover, this approach fosters stronger community connections and increases the likelihood of consumer support and attention to future advertisements.

Previous research supports these insights. The Moments of Truth study showed that consumer brain response is 18% higher when viewing relevant content in digital OOH campaigns, leading to a 17% increase in spontaneous advertising recall. Additionally, our ongoing IMPACT research consistently shows location-specific contextual executions generate higher recall.

Strategic placement and creative execution of localised OOH campaigns can significantly amplify their effectiveness, making them a crucial component of a comprehensive media plan. Marketers should leverage these insights to craft impactful and engaging OOH advertisements that resonate with local audiences, ultimately driving greater brand engagement and loyalty.


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PML Group 2024

Announcing the 2024 IMPACT Awards, celebrating best in class OOH work across the island of Ireland in a diverse spectrum of product categories.

In 2023, these brands stood out and seized the attention opportunity available to them through OOH marketing, delivering impactful and effective campaigns.


We partnered with Ipsos B&A to research the effectiveness of more than 1,000 Outdoor advertising campaigns in 2023, as part of our IMPACT research offering. These brands stood out and seized the attention opportunity available to them through OOH marketing, delivering impactful and effective campaigns.


Colum Harmon, marketing director comments:
“At a time when attention is in short supply, it’s clear that OOH is getting brands noticed more than ever. These winning campaigns are not only excellent in their own right, but combined, they form a powerful study in deploying OOH superbly well. Congratulations to all the brands, media agencies and creative agencies for their collaborative efforts in doing the very best work in showcasing their products and services on OOH.”

Kantar Media Reactions 2023

Kantar’s Media Reactions 2023 study is based on insights from some 16,000 consumers and 900 marketers around the world. All the channels in the top consumer rankings carry advertising that you need to go out and experience in person.  

There is a 90% correlation between media channels that consumers claim capture their attention, and those in which they prefer seeing advertising. 

Global Consumer - Attention capturing chart

In-person media channels should not be underestimated, as many bring consumer receptivity and attention. This can bring more brand impact for ad campaigns with the right content and customisation. 

Media Impact Study

OOH media is a physical, real world channel that is part of our daily lives, communicating with us at key touchpoints in our day – commuting, working, socialising, shopping etc.  

Who knows better what grabs their attention that the audience themselves? PML Group recently collaborated with independent research agency Ipsos B&A to directly engage Dubliners to discover what the best media is to capture and hold their attention. The study showed OOH as the most consistent medium for delivering attention across various audience demographics.

The desire for attention prompts a fundamental rethinking of how OOH spaces can be crafted—not as mere channels for messages, but as platforms for engagement and experiences. It is a call to create advertising that doesn’t just occupy space but enriches it, inviting the passerby to engage with the world around them. 

OOH that will thrive in the attention economy will be that which understands attention not as a commodity to be exploited, but as a dialogue to be engaged with. 

In a world where our attention is pulled in countless directions, OOH that breaks through the noise will be that which offers not just a message, but a moment of genuine engagement. 

A pioneering cross-industry collaboration between Clear Channel, JCDecaux UK, and Posterscope in the UK demonstrated the power of relevancy in Out of Home to increase consumer brain response, ad recall, brand / creative rating, and sales response. 

Neuroscience was used to demonstrate the correlation between relevant content and the brains response (attention) of the consumer. 

Our Liveposter platform gives advertisers the opportunity to maximise the full potential of Dynamic DOOH and create communications that can change depending on the moments that matter in the real world. 

The commercial opportunity around improving your OOH attention techniques are profound. The Point of Search research shows that searches conducted outside the home are more likely to lead to actions such as a purchase and the same study also shows that searches are more likely to be conducted out of home in the first place. According to TGI, more than 1.2 million people who have seen an OOH ad in the past week have responded by researching a product or service on their phone.  

That moment of attention could be the most telling and valuable exchange between the consumer and the brand. 

People want advertising to be entertaining and interesting and the sheer scale of a billboard or the malleable nature of on-screen digital display offers brands an unmatched canvas. It’s a pure advertising medium that cannot be skipped, paused, or blocked, and powerful OOH creative has the ability to move minds. 

OOH is THE location marketing channel and can be relevant to location or to environmental factors such as weather or live events, adding resonance and increasing likelihood of capturing coveted attention.  

Because of the pure nature of the medium, OOH thrives on quality creative. Creating powerful messaging is the first step to winning consumer attention. Here are 5 OOH creative tips that will help win the battle for attention. 

1. Use a simple design for your OOH creative

Great design in OOH is always beautifully simple, and always uncluttered.  

The core ethos of simplicity in design is summarised by advice from Coco Chanel; “Before you leave the house, look in the mirror and take one thing off!” 

2. Employ minimal but striking copy for OOH ads

Wherever possible, aim for five words or less within the design. 

The success of this principle is evidenced in almost all recent Cannes Lions Outdoor Winners, with global giants including Pepsi, Heinz, McDonald’s, and Cadbury all stripping away everything but the absolute essentials within their OOH creative.  

3. Use bold colours and high contrast to make out-of-home campaigns stand out

Use colour to distinguish between critical elements within the creative.  

Be bold! Because being subtle with colour will not provide the impact you need to attract the attention of the on-the-go audience you’re trying to reach. And colour is how you highlight the key areas, elements and details that will emphasise the message. 

4. Make your OOH ads entertaining

Don’t underestimate the delight of clever discovery. 

Often we forget that audiences loves to be entertained, and in Outdoor environments, that is easily achieved by making space for the viewer to think for themselves and appreciate the details within a creative. 

5. Add data for more impactful Outdoor ad campaigns

When using Digital OOH, explore what data could enhance the advertising concept. 

The connectedness of DOOH and its dynamic capability has opened up a wealth of creative opportunities, allowing different data to be incorporated into the Outdoor execution. 

Richard Shotton emphasises targeting not just the audience, but their mood. Positive feelings enhance attention, noticeability, and trust in advertising. Moments of happiness and relaxation should be a target for both media and creative strategies.

As we move into 2024, the dynamic nature of consumer attention continues to be a crucial factor for Out of Home (OOH) advertising. Our MIND research, conducted in collaboration with Ipsos B&A, explores how the timing, location, and mood of consumers can be leveraged for optimal OOH campaign effectiveness.

Commutes and Public Spaces:

During commutes, consumers exhibit an ‘open-minded’ mood, more receptive to OOH messages. Morning commuters are more focused, often contemplating personal matters, while the evening commute sees a shift towards relaxation with thoughts of family and entertainment.

Retail and Leisure Environments

In contrast, retail and leisure settings evoke a ‘happy’ mood. Shoppers in supermarkets are task-focused, whereas those in malls or high streets are more relaxed. This relaxed mindset extends to leisure environments like bars and airports, where people are more excited, happy, and open-minded.

Generational Insights and Location Preferences

Generational Trends: Gen Z shows a higher tendency to engage in entertainment and leisure activities, while Millennials gravitate towards social locations. Different generational cohorts exhibit varying preferences for retail and leisure venues.

Location-Based Behaviours: Public transport travellers feel more at ease, occasionally bored, presenting a unique opportunity for station and in-carriage advertising. Drivers often report being focused, yet open-minded, highlighting the potential for roadside OOH.

Strategic Implications for Advertisers:

– OOH and Digital Out of Home (DOOH) are among the top preferred media, minimally interrupting consumer lives while effectively capturing attention.

– Positive engagement in ads correlates with higher consumer attention and preference, suggesting that ads that resonate positively are less likely to be ignored.

– The Point of Search study reveals that out-of-home mobile searches are driven by varied triggers, including location needs and sensory experiences, indicating impulsive behaviour and a quest for inspiration.

As we continue to navigate the complexities of the OOH ecosystem, understanding and targeting consumer moods across various environments becomes key. By aligning strategic campaign placement with consumer mood and location, advertisers can effectively connect with and engage their audience, maximising the impact of their OOH campaigns.

Stay tuned for further insights as we delve deeper into the nuances of consumer behaviour and attention in Out of Home environments.

PML GROUP EXPANDS SUSTAINABLE SOLUTIONS

PML Group, Ireland’s largest Out of Home (OOH) agency, has expanded its sustainable solutions to all classic roadside campaigns in Ireland, as part of its ongoing commitment to a greener and more sustainable future. In partnership with Horizon Digital Print, PML Group will exclusively deliver for its clients fully recycled and recyclable paper across all roadside print formats.  These include 6 Sheets, 48 Sheets, 96 Sheets and Golden Squares. This industry first marks another pioneering and progressive step in the agency’s ongoing contribution to a medium focussed on meaningful and effective change for good. It is effective from February 2024.

(Geoff Lyons, CEO, PML Group, and Karen Claxton, Group Investment Director, PML Group)

This is the latest in a wide array of positive and proactive OOH industry responses to the climate crisis. These pertain to use of energy, printing, lighting, digitisation, amenities, green transport provision and excellence in operational procedures.

In 2021, PML Group became the first OOH company to launch fully recycled materials for 6 Sheets and establish best practice in printing operations with Horizon Digital Print. In addition, PML Group clients’ posters are all printed using Forest Steward Council® (FSC®) certified material (FSC-C095157). This means the product is made from well managed FSC® certified forests, recycled materials, and controlled sources. All posters are also printed with water-based Green Guard Gold certified inks on the most technologically efficient machinery to minimise electricity and reduce waste. With this announcement, large format roadside is added to this process.

(Derek Gillen, MD, Horizon Digital Print, Karen Claxton, Geoff Lyons, and Richard Whitty, Sustainability Manager, Horizon Digital Print)

In 2023, Horizon Digital Print won the ‘Green Manufacturer Award’ at The Green Awards, the first organisation to do so, paving the way for change. The awards recognise the contribution and commitment that companies now make towards growing a greener future in Irish business today.

Geoff Lyons, CEO at PML Group said:

“At PML Group, our attention is on driving real and tangible sustainable initiatives that can positively help with one of the most pressing issues of our generation. We are delighted to expand our use of 100% recycled and recyclable paper across all roadside large formats and 6 Sheets.  We believe in leadership and meaningful action, that helps put our business, our partners, and our clients on the right path to a sustainable future.”

Derek Gillen, Managing Director, Horizon Digital Print said:

“Today marks a major step in my printing life. Having spent 42 years in the OOH industry and seeing the numerous changes and developments over the last four decades, I feel this material is one of the most significant changes to date. The future of OOH is secure with the effective use of sustainable circular material. I feel that these changes we are making today will have a positive impact in our industry and for future generations.

Building on from our ‘Green Manufacturer Award’ in 2023 we are delighted to partner with PML Group on such a positive collaboration. We are committed to develop and implement sustainable innovations throughout our business. We have the most energy efficient printing machines available and have replaced all Petro Solvent inks with water-based Green Guard gold certified inks. Printing on 100% Recycled, FSC® certified paper allows us to create a circular economy with these precious natural resources. Once the printed posters have completed their cycle, they will go back into the circular economy to be recycled and reused. Horizon Digital Print in parentship with the PML are committed to leading the change in how we do business, change that helps build a more sustainable future for all of us”

Karen Claxton, Group Investment Director at PML Group also commented:

“This initiative is another example of our organisation’s unrelenting commitment to sourcing the best-in-class solutions for our clients in all aspects of OOH campaign delivery. Furthermore, quality is paramount for us, so we are very pleased that the product we’ve procured, along with the production techniques deployed, have passed all quality tests. This is a journey that we are all on and this marks another huge step in our drive for change.”