When asked about their resumption of big purchases, 24% stated they would purchase these when the outbreak is over in their country while 23% stated they would wait until the outbreak has decrease in the country- something that we are seeing across the world as many countries re-emerge from lockdown and lift restrictions.
While vacations and trips are being stalled to a later date, they are the big purchase items people will prioritise. Vacation plans for the next year are dominated by domestic vacations (48%) and local staycations (32%).
Another aspect of the research looked at approval for brands running “normal” advertising campaigns. 55% of the global respondents approve of brands running normal brand activity. The highest approval rate was found among Gen Z at 60%.
Only 13% disapprove of brands running “normal” advertising (which are not related to COVID-19).
Looking at different aspect of brand activities, approval levels were high for running promotions for customer with 85% approving globally. While globally 80% would approve of offering flexible payment terms.
Big increase in reserved office space for Q3
With the government’s advice to continue to work from home (where possible) still in place, it many who needed to return to the workplace have done so.
Figures recently released by the CSO shows that in the week ending 28th June, responding enterprises had an average of 58% of its staff working at their normal place of work. Of the responding enterprises, more than nine in ten (92.1%) were trading in the week ending 28th June.
As many of us worked from home over lockdown, opinions and articles circulated around the death of the office and business hubs. However, property consultant Bannon are optimistic about the Dublin office market moving into Q3. The impact of COVID-19 translated to a take up of 75,000 sq. ft in Q2. However, a significantly busier Q3 is on the cards with over 700,000 sq. ft of space reserved, a substantial take up in the office market.
With more people returning to work and business-focused locations seeing footfall incrementally rising, OOH has the ability to react to this re-emerging trend, both from a media planning and creative point of view.