3.OOH is best placed to prime digital channels
In addition to OOH fast being acknowledged as the best primer for all things mobile, and social, digital companies have repeatedly relied on OOH to broaden their appeal, drive new behaviours, and build their brands in the public domain as our lives increasingly migrate online with the ongoing adoption of smart devices. Google’s voice search campaign is memorable for using OOH’s real-world context of location very effectively and driving a 70% increase in search.
4. Omnichannel – OOH, Social & Mobile reach, engage and influence
In today’s smartphone infiltrated world, the way people consume media is constantly changing, and as mobile and digital media become more saturated, OOH can intercept consumers. Using smart data-led planning and buying, OOH can cut-through the noise, earning consumers attention to seek out relevant brands through mobile.
OOH has always been a powerful creative experience. It can be bold, provocative, surprising, or delightful, driving consumers online to share experiences or show support, to obtain information, products, or services right there and then, in that very moment.
5. OOH is at the heart of the change to Mobility
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.
And as the path to purchase becomes shorter and more frictionless than ever before, holistically combining OOH and mobile can help brands focus on business KPIs – whether that’s sales, engagement or brand building – and optimise the media mix to deliver outstanding results.
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. The roll out of 5G technology will also transform the way we connect. Apple’s launch of the 5G iPhone has accelerated this transformation and our mobility, changing our digital lives and behaviour forever.
A mobility first approach
As Covid-19 has changed consumer behaviour, so it has changed OOH campaigns. Certainly, they must become more localised now, and perhaps longer than the typical two weeks to maximise audience reach and frequency. But it doesn’t change how brands should plan and buy OOH media. Smart, data-led planning leverages OOH’s reach. As our worlds become smaller and more localised and we move online, many might recommend brands take a Mobile First approach – but it’s actually Mobility First.
Mobility reflects who the consumer is, their lifestyle, their choices, their mindset…the delivery of information on the go that makes things easy for consumers to interact. And location data is the key output that reflects mobility and informs the consumer journey in a whole new way … nudging consumers into the buying funnel.
And OOH is at the heart of mobility.
Pedestrianisation Roll Out Continues
Last week, we reported on the announcement of funding to upgrade outdoor dining infrastructure and the pedestrianisation of streets in Cork city to facilitate a safe return to cities and towns.
This week, the capital comes into focus with Dublin City Council’s plan to pedestrianise Merrion Row, Mary Street and part of Capel Street on a trial basis for an outdoor summer.
The scheme will be aimed at helping hospitality venues reopen and to draw Dubliners back into the city centre. The move comes following the success of last summer’s scheme which saw a number of Dublin streets in the Grafton area pedestrianised that led to a significant increase in footfall.
Savings Spending Spree
The Central Bank predicts that consumers could spend up to half of the estimated €11billion of savings accumulated during the pandemic once the recovery begins.
Household savings grew by €11billion over the last year with our ability to spend limited due to closures. The figures published by the Central Bank estimates that if half of savings are spent, it could add €5billion to the economy.
As we have seen with the previous reopenings last year, pent up consumer demand was prevalent with spend reaching record levels as consumers began to engage in more spending opportunities and activities.
Consumer Spending Rises Sharply in March
Bank of Ireland has released its debit card spending report for March which shows consumer spending rose sharply in the month of March compared to the month previous.
Debit card retail spending rose 28%, driven by large increases of spending in gardening stores (+118%), spending in bikes shops rose by over half (+57%) and charitable donations rose by 56%.
Interestingly, airline spend was up 45% suggesting that consumers may be beginning to see hope on the horizon as the vaccine roll-out progresses.
With restaurants still operating takeaway services, spending on fast-food takeaways rose considerably with a 35% increase month on month.
“With people more hopeful and planning ahead, perhaps it’s not surprising to see spending on airline travel rising significantly,” said Christian Pierce, group chief data and analytics officer at Bank of Ireland. “While many others will want to make the most of what they have locally – if our homes are our castles, spending increases in the carpentry and gardening sectors were to be somewhat expected.”
“Overall, it paints a picture of consumers that have now adapted their spending to fit the restrictions,” he added.
Looking to our neighbours (with a slight twinge of envy) as their reopening gets underway, OOH has played a key role for brands welcoming consumers back to outdoor settings.
Guinness in the UK launched a perfectly timed DOOH campaign to celebrate the return of the on-trade market with messages such as ‘Smoothly does it’ and ‘Enjoy a fresh pint in the fresh air’ displaying on digital screens across the country.
Retailer B&Q put a spring its step with a series of high impact billboards that captures the spirit perfectly with ‘We will grow again’ messaging celebrating the resilience and re-emergence of the UK.
While Stella Artois also celebrates the hospitality sector’s return on OOH with a campaign promoting its ‘Stella Tips’ initiative. For every pint served, Stella have pledged to tip £1 to bar staff with the aim of supporting and welcoming them back.