The Near and Next Intentions of the Dublin Population
As part of our Now, Near, Next thought leadership series, we have continually carried out bespoke research to investigate the views and opinions of the Dublin population to help our clients gain insight into consumers, at a time when consumer behaviour and habits have shifted dramatically and beyond anything we’ve seen before.
In our latest wave of research, we delve into the future intentions of the Dublin population on a range of activities to gage their intentions for the next 6 months. This week, we take a look at media consumption with the Dublin population intending to consume more TV and social media in the coming months.
Overall, a moderate proportion of the Dublin population state they will be watching more TV and using social more in the next 6 months.
This presents an opportunity for brands to create truly integrated and cross channel campaigns to get noticed.
By selecting the most appropriate and complementary media mix, advertisers can develop more effective advertising strategies and build a more connected consumer journey. OOH is an extremely complementary media that can amplify messaging and content through a strong synergy with all media and is a natural fit in the media mix.
Out of Home typically targets a younger demographic than traditional media and offers brands a link between online and offline. OOH can be tightly integrated into digital strategies, research from Nielsen concluded that OOH advertising is the most effective offline medium in driving online activity. It shows that online activations, including search and social media, that is actively generated by OOH, indexes at about four times the expected rate relative to its adspend.
TV and OOH work effectively together to increase brand awareness, create advertising cut through and build coverage and frequency at a quicker pace. OOH reinforces television messages when viewers are away from their homes, extending exposure and driving effectiveness.
As people are exposed to a broad range of mediums each day, mixing digital and traditional platforms with OOH can help ensure that campaign objectives are met.
With 2021 in sight, we have published our cycle calendar for the coming year. The Out of Home medium typically runs as a two-week cycle and there are 26 cycles in the year.
As attention begins to turn to next year’s planning, the cycle calendar contains each cycle period. Cycle 1 for 2021 begins on the 28th December and runs until 10th January.
You can find the cycle calendar hosted on our website throughout the year.