8th January 2021
Assessing Media Impact
The new year has certainly begun with a familiar set of challenges for the OOH sector as full level 5 restrictions are implemented across the country. Although we find ourselves under similar limitations as March/April 2020, our understanding of audience behaviour in these circumstances its utterly different now and we will continue to provide relevant data and insights for OOH advertisers and planners on these pages in the months ahead.
This is a pivotal moment for brands. The reality of a vaccine roll-out means the light at the end of the tunnel is now visible, there are significant opportunities to grow share of voice, project stability and re-position for success in the coming year.
The ‘Staying On’ research conducted between seven industry contributors including Posterscope in the UK illustrates that advertisers continuing to invest in OOH in times of uncertainty benefitted from an average +51% shift in ad recall and +16% purchase intent – driving the needle on both long-term and short-term business effects.
In this first week of the new year we are also publishing brand new local research, on media effectiveness, which we carried out in December in partnership with Ipsos MRBI. More on The Media Impact Study below.
On the campaign front, the raft of Christmas themed advertising in December has given way to more typical January/new year focused campaigns on the medium and some of these are highlighted in this issue also.
Throughout the pandemic, PML Group has partnered with Ipsos MRBI to provide timely and pertinent research on consumer behaviour. Our ‘Going Local’ study, published on these pages in December is perhaps even more relevant now given the latest government measures to supress the virus. More on that can be found here. This week, however, we can share brand new research, investigating the potential future effectiveness for media in reaching and influencing audiences in the coming months. ‘The Media Impact Study’ uses a 10-point scale to measure consumers own opinion as to which media channels will be most effective in communicating with them. We conducted the same piece of research in June last year and can therefore track changes between those two waves of research.
The key outcome is that OOH is the only medium where the mean score has improved, albeit very slightly. The charts below show these changes by channel and across various age groups.
Looking at some demographics, the female score of 6.2 for OOH, compares to an average of 5.5 across all media, making it one of the top performing media for females, according to the sample.
OOH ranks among the top 3 media for all age groups and is number one among 25-34s and the second most effective for ages 35+.
Overall, 43% of all respondents gave OOH a rating of 7 or more.
A Healthy Dose of OOH
Following a glut of festive campaigns (many involving food and drink!) the OOH year has begun with a selection of campaigns more focused on health and well-being. Carlsberg 0.0 is tapping into Dry January via 48 Sheets and 6 Sheets while Denny Meat Free is a timely reminder for those inclined to partake in Veganuary, with a campaign focused on point of sale formats including Store Points, Adbox and Retail Digital. Irish Life Health is running one of the larger cycle 1 campaigns, featuring on 48 Sheets, Metropoles and 6 Sheets at a time when many are renewing plans or considering alternatives for the year ahead. Also, an IKEA campaign based around the sustainability of their products features on large formats roadside and 6 Sheets.
More than half of Irish people make New Year resolution to live more sustainably
A new survey shows that 53% of respondents plan to make living more sustainably a part of their New Year’s resolutions.
The AIB Sustainability Index, based on research conducted in December by Amárach Research, focuses on Irish attitudes, behaviours and intentions regarding climate and environmental sustainability.
Over the next year, 67% of respondents said they plan to reduce the amount of packaging and single use plastics they use.
49% also said they intend to become better informed about the impacts of what they buy on the planet.
37 per cent of people state they are already being personally affected by climate change, while another 36 per cent say they expect to be impacted in the next 10 years.
A total of 94 per cent believe human activity is having a negative impact on the planet, with 56 per cent believing that human activity is mainly responsible for climate change.
81 per cent of people think that collective effort is more important than individual behaviour when it comes to tackling climate change.
The survey found that price is still a key consideration, with 48 per cent saying they would be willing to pay a little more for greener home heating and 44 per cent willing to pay a little more for greener electricity, while still half would not be willing to pay more for these utilities.
With more people working from home and the other changes that have come about due to the pandemic, 37 per cent expect that the quality of their life after the pandemic will be better than it was before its onset, 19 per cent expect it will be worse, with the remaining third expecting no major change compared to pre-Covid-19.