Visiting family attractions is a top performing activity across all demographics. 74% of respondents with kids in household under 15 plan on visiting family attractions. This week, Game of Thrones Touring exhibition is on Outdoor promoting its Studio Tour in Armagh. This is the perfect opportunity to target families as the school year comes to an end. Funtropolis, a free family fun event is also coming to Dublin City this July and August. Another great occasion for families to make memories and reconnect this summer, which many people expressed throughout our study. Outdoor is a location medium and its agility means its content can be hyper-relevant to time and to events happening across the year.
Whether it’s attending a live music event or visiting a local park, there is something for everyone and Irish consumers are making the most of these moments this summer. Consumers are ready for a summer spent outdoors and it is time to make your brand shine this summer via OOH. For more information on the study visit https://pmlgroup.ie/all-out-summer/
A Dynamic Summer
Summer is here and so is the opportunity for dynamically enabled contextual Digital OOH campaigns, weather triggered at screen level targeting the public as they live, work and play. The weather is a subject often on the tip of our tongues as shown by an Ipsos survey which found that 60% of Irish people talk about the weather twice a day while a quarter chat about it at least four times on a day.
In a world of constant distraction, with information available at the touch of a button, consumers want and expect brands to connect with them in an engaging way. The Liveposter platform combines technology, data, insight and process to help create compelling DOOH campaigns that utilise the latest data to connect brands with their audience. Campaigns can be supplied to multiple media owners, globally, from this single integrated source.
According to the IBM Summer 2022 Behaviour Survey, consumers are more excited about the season than in years past, and factors including summer weather motivates their choice of activities. For marketers, it will be critical to harness this excitement in real-time locally at scale and support consumers’ celebration of the summer season. Weather can predict consumer behaviour and influence shopper decisions across multiple categories including food and beverages, health and wellness and entertainment / leisure.
The Moments of Truth research undertaken by Posterscope, JCDecaux and Clear Channel showed double digit percentage improvements in brain response, recall and sales for campaigns that used contextually relevant digital OOH messages. Our own Outdoor Consumer Study finds that 73% of people have an interest in live digital screen information related to the weather.
Digital OOH enables flexibility with media and creative copy – to deliver the right message at the right time in the right places for audiences. It offers tactical opportunities in daily and daypart planning while technologies such as our proprietary Liveposter platform allows for contextual messaging based on live data triggers including weather / temperature. This is highly impactful and helps brands build a dialogue with their audiences in real-time – and in real-life.