Two Thirds of the Nation Staying Local
An estimated 65.7% of the population stayed local during the week ending 12 March 2021 according to the Staying Local Indicator (SLI) from the CSO, a slight increase on the previous week’s figures.
Reflecting its urbanisation and easier access to amenities and services, Dublin continues to be the county with the highest percentage of the population staying local (80%). The counties with the lowest rates of people staying local were Carlow (50.5 per cent) and Mayo (51.1 per cent).
Indicating a slight tightening on people’s movement, all counties showed modest SLI increases ranging from 0.5 percentage points (Leitrim) to 2.5 percentage points (Donegal, Louth, Sligo).
As we continued to stay closer to home while travel restrictions are still in place, OOH can play a pivotal role in connecting with audiences in a local setting. Our Going Local research found almost three quarters (72%) of adults pay more attention to what is happening in their local area these days, peaking at 84% among 45-54 year olds.
With the research demonstrating how people are more tuned in and attentive to their surroundings, this has had a positive effect on OOH noticeability with 65% of adults agreeing they are more likely to notice OOH posters and screens as the go about their local area. More than 6 in 10 (64%) believe Outdoor ads are a part of the everyday fabric of a local area.
What do consumers actually want from ads?
In its latest Zeitgeist study, GWI surveyed over 4,000 consumers in the US and UK to find out what they want, and sometimes as importantly, don’t want from advertising.
Key to any advertising campaign is zeroing in on your target audience. And, more often than not, this is drawn along generational lines. What consumers look for in an ad is heavily dependent on their age. Gen Z are found to be the most demanding.
All in all, younger consumers have a more diverse list of expectations when it comes to advertising. Most notably, they show signs of wanting to connect with an ad on an emotional level.
Their older counterparts on the other hand, are drawn to the functional, more tangible, benefits of ads.
Gen X and baby boomers are considerably more likely to want ads to give them product information or provide discounts. In comparison, Gen Z are more likely to want ads to be entertaining (42%) than informative (40%).
And Gen Z’s demands don’t stop there. This generation is driving the call for ads to promote social and environmental causes.
Over a third of Gen Z want ads to be relevant to their identity, key to that is brands being authentic and staying true to their promises.
Ads need to be more relevant
For brands, getting advertising right is an ongoing battle for perfection, but they also need to ensure they manage against getting it wrong as well.
Ultimately, producing too many ads can be very damaging for a brand. Instead, they should focus on appealing to consumer expectations rather than bombarding them with unwanted clutter that’s unlikely to pique their interest.
New UK Research Points to the Value of Trust
The top qualities that today’s consumers are demanding from brands in the post-pandemic era have been revealed by Clear Channel UK and JCDecaux UK, as they launch the findings of their new consumer confidence survey.
The research, which involved 1,000 UK consumers, reveals that the top three brand qualities to build trust with UK consumers are product quality (76%), value for price (72%) and transparency (62%). Whilst eco-friendly practices ride high on the national agenda, it’s interesting to see that social responsibility (56.39%) and environmental sustainability (56.27%) sit further down the list than expected, at 10 and 11 respectively.
Top 15 brand qualities ranked:
||Value for price
||No hidden costs
||Robust customer service
||Enjoyable customer experience
81% of consumers said trust is a deciding factor in their buying decision. These findings are particularly timely to help brands understand what consumers are asking for and double-down their efforts in delivering quality products and services that are value for money.
Across several sectors, the survey showed a clear correlation between trust and level of consumer engagement – with significant uplift in engagement when the brand was deemed trustworthy. Consumers are 30% more likely to engage with luxury goods and automotive brands they trust, and 24% more likely when it comes to travel brands.
The research also suggests that brands really need to consider their advertising spend, and think carefully about how they use influencers and messaging to deliver the best results with consumers:
- The death of the influencer – 60% of Brits say they are more likely to trust a brand if it is recommended by a friend or family, while just one in five say the same for those used by influencers/public figures.
- The return of the big screens – TV, outdoor and cinema top league for mediums most effective at changing mindsets, while one in three say they trust out of home (OOH).
Clear Channel UK and JCDecaux UK’s consumer trust research follows a period of sustained interest in the OOH medium and its ability to reach audiences at scale. The study tested the hypothesis that the media context in which a communications message is delivered has a significant effect on consumers’ perception of the brand. The study revealed that OOH was most effective at driving perceptions linked strongly to trust such as honesty, reliability, and safety.
It also demonstrated that OOH is considered a generally ethical medium. The survey found that consumers deemed OOH to be the least likely to manipulate people’s opinions, with 9 in 10 agreeing it is not suspicious or intrusive.
Indeed, the research reflects a PML Group iQ from 2019 that showed a majority of Dubliners believe that advertising on billboards make brands more trustworthy.