12th June 2020
Monday marked the first day of an accelerated and revised phase 2 of the government’s roadmap to reopening. Thousands of businesses and retailers across the country opened their doors for the first time in months, travel limits and social gatherings extended and more amenities are now available.
These factors attribute to OOH’s buoyancy as people begin to move and travel further afield, strengthening and increasing audience levels. With a desire to spend more time outdoors and an eagerness for instore experiences, OOH is well placed to communicate to audiences in the moment.
As we begin to venture outside more, the advertising options in the public space has expanded significantly with more audiences exposed to the OOH medium. Context and relevancy are key for advertisers to create effective advertising to create cut through and memorability. As the situation continually evolves and the original roadmap will be continually revised, flexibility and adaptability in brand messaging will be another integral part of navigating the phases to recovery.
100,000 visited Dublin on first day of stores reopening
This week saw the welcomed move to accelerate store re-openings as we entered a fast-tracked phase 2 of the roadmap. Thousands of businesses reopened for the first time in weeks with people flocking to retail hubs as travel limits were extended.
Scenes of the reopening soon emerged with long queues and big crowds gathering at retail outlets across the country. DublinTown estimate around 50% of shops and cafes in the city centre are now open. Major retailers that reopened include IKEA, Smyths Toys, Lifestyle Sports and Harvey Norman.
Figures suggest that over 100,000 people visited Dublin on the first day of phase 2 of the roadmap. Footfall in the city centre was up again on Wednesday, as 160,000 flocked to Dublin city on the day Brown Thomas and Arnotts opened.
With the long-awaited return of Penneys today and shopping centres such as Dundrum Town Centre due to resume trading next week, we can expect retail environments will be even busier in the coming week. These multi-purpose centres offer strong audience targeting due to the high volume of people and a large mix of demographics.