Research conducted in the UK by our colleagues in Posterscope shows how a new awareness of local out of home environments has influenced OOH noticeability and sentiment.
‘The Mobility Mindset’ report reveals that almost two-thirds of people (6 in 10) are feeling more appreciative of their local community and have a heightened emotional connection to their out of home environment since the pandemic began, and this is having a “knock on” effect on noticeability and positivity towards OOH advertising.
The research found that 89% notice OOH ads across any environment/format while almost half (45%) find OOH advertising more noticeable and feel even more positive towards it than pre-COVID times.
Respondents were asked about their attitudes towards their outdoor environment and local area with 70% stating they are paying more attention to their surroundings, 65% specifically in their local areas, town or city, making them value their out of home space more.
The research also found a new appreciation of local areas with two-thirds saying that lockdown made them realise the importance of their local high street and half (50%) stated they have created stronger emotional connections with their local community.
This newfound awareness of peoples’ localities is having a positive effect on OOH and is resulting in stronger feelings towards Out of Home advertisers. Of those surveyed 40% said they feel even more favourable or positive towards brands that are currently using OOH. The research outlines this is largely because consumers have more confidence in brands currently using the medium and being pro-active in turbulent times (40%).
The research summarises how Outdoor advertising has a strong community connection, being part of the everyday fabric of people’s towns and cities, which makes brands using it feel more familiar (42%), driving an emotional connection with consumers in their local community.
The study also discovered that OOH continues to drive action among consumers. Almost half (45%) have responded to an OOH ad in the last month, with the highest response rate found among 18-34s (53%), Londoners (66%) and parents (57%).
The report reveals that two-thirds (66%) of adults would respond to an Out of Home ad of interest, but the type of response has changed somewhat from pre-COVID. People are marginally less likely to go in-store to purchase now (down from 26% pre-COVID to 24%) but they are more likely to go online to search, review and compare (up from 51% to 55% now) and importantly, purchase online (up to 31% now from 27% pre-COVID), demonstrating OOH’s power to drive people online.
Glen Wilson, Group MD at Posterscope, commenting on the research said; “As people spend more work, shopping, and leisure time in and around their communities, they are noticing and engaging more with their local environment, including Out of Home advertising. This heightened sense of awareness is amplifying the medium’s underlying attributes, strengthening its ability to make more powerful and emotional connections between people and the brands using it.
This research shows the strong community connections that Out of Home has, being part of the everyday fabric of people’s towns and cities, but it also highlighted how well placed the medium is to drive people both in-store and online effectively – particularly relevant as consumer shopping behaviours start to adapt to our new circumstances.”
Google’s COVID-19 Community Mobility Reports shows how peoples’ movements have changed throughout the period of the pandemic. The dataset measures visitor numbers to specific categories of location every day and compares this change relative to baseline day before the outbreak.
This week we take a look at the change in visitor numbers in Ireland within the six environments to last Friday. Figures are based on rolling weekly average.