A key difference between Level 5 and first lockdown period is that schools are remaining open. Thus, a true comparison is difficult this week during Halloween holidays, so we have taken data from last Friday 23rd Oct and compared to Friday 3rd April (prior to traditional Easter School Holidays) to give a truer picture.
Here’s a summary:
TomTom Traffic Index
The TomTom Traffic Index provides detailed insights on live and historic road congestion levels in cities around the world. Congestion level on Friday 23 Oct in Dublin at 32% was double the 16% reported on Friday 3rd April. It is 36% less than standard daily congestion times in 2019.
Apple Mobility Trends
Apple’s routing requests mobility data on Friday 23rd October shows driving in Ireland was 102% higher than that recorded on Friday 3rd April. It is 36% less than routing requests taken 13 January 2020 which is pre COVID baseline.
In the Neighbourhood
With the new restrictions placing a 5km limit on travel, our local vicinity takes on new resonance and importance as people begin to work, shop, and play more locally (again).
However, with schools, a broader range of retail outlets and services such as click and collect and takeaway options all remaining open, audience mobility is less restrictive than in March and suburbia will be a hive of potential audiences.
These enforced behavioural changes and the shift back to local environments affect where advertisers communicate with audiences. Out of Home’s audience has dispersed from an urban-centric base to a more suburban, localised setting.
As people spend more time in and around their communities, a new sense of discovery prevails with people garnering a newfound appreciation and awareness for their local areas and environments.
This is evident in research undertaken by our Posterscope colleagues in the UK. The study, entitled “The Mobility Mindset”, revealed how people have become more appreciative of their local surroundings since the pandemic and this, in turn, has prompted heightened awareness of Out-of-Home advertising.
The research found 70% of UK consumers now pay more attention to what is going on around them, particularly in their local areas (65%). And this seems to be making consumers more open to OOH advertising with 40% of the respondents saying they feel more favourable or positive towards brands that currently use OOH than before the pandemic.
A similar study from the Out of Home Advertising Association of America (OAAA) found nearly half (45%) of American adults are noticing OOH ads more than before the pandemic began. While two-thirds (69%) revealed a growing awareness of their surroundings.