This will facilitate a phased return to office life for hundreds of thousands of workers, breathing renewed life into our large towns and cities from September 20th onwards. An already highly mobile population is about to move back towards our cities in significant numbers, right across the period of Q4 and beyond. And we are a larger population. According to CSO statistics released this week, Ireland’s population is at its highest since 1851, topping an estimated 5 million as of April 2021. More good news for OOH advertisers!
Q3 offered advertisers exciting new format choices such as Digital Bridges and Digital Phone Kiosks, both of which have been embraced by brands. Q3 saw brands re-engage innovative special builds with brilliant work by Cadbury, Disney, Glanbia, Bank of Ireland and Diageo, among others. Most significantly though, so many brands recognised the step change in audience behaviour and made classic OOH formats, such as billboards and bus shelters, a priority channel to communicate with customers. Q4 will offer new dynamics in terms of audience. Big events are back. Concerts, major sporting events with fans, festivals are all on the agenda again and they provide opportunity for event-based marketing via proximity OOH. And of course, the last few months of the year are prime time for retail and consumption – Halloween, Mid-Term, Black Friday and Christmas all to come.
After a tumultuous 18 months, OOH has most definitely got its buzz back and the team at PML Group look forward to keeping you up to date with all you need to know. Now Near Next was primarily a strategic, fact-based response to COVID-19, showing our clients how OOH, through data-led planning and dynamic activation, remained an effective medium through the period. However, we feel it’s a fitting time to now draw a line under it and move into the new term with a different offering. Fear not, your Friday OOH update won’t be disappearing. Have a good weekend…….and watch this space.