In Ireland, for many advertisers, we are probably at phase three now where brands are looking beyond Covid ‘reactive’ messages to a more regular brand comms but in a new Covid context. Connecting brands with consumers again, reacting to events in real time an addressing new societal norms all fall within OOH’s capabilities, both from an audience and delivery point of view. But it’s not all about new messaging.
Research from Red C suggests that most consumers are craving normality, and if your advertising was already made as a longer-term brand building campaign, then the impact should be greater now than ever. Our own iQ research last year found trust in OOH up at 75% among key demographic groups. That trust in what consumers are seeing and hearing will be crucial in the Now, Near and Next.
Supermarket Sales Continue to Impress
Supermarkets continue to see large volumes of sales and long dwell times as we emerge from lockdown. Research gleaned from the retail market provides some fascinating trends in shopping behaviour as the people of Ireland adapt their day-to-day routines under the current restrictions.
One of the country’s leading supermarket chains, SuperValu (of Matt Damon fame!), last week revealed a breakdown of products and categories that are selling strongly since lockdown began. Home baking has spurred on the sales of flour with a 400% increase. The go-to staple of Irish baking contributes to the sales of bananas, with one currently being sold every second across its stores. The supermarket also revealed its serving over 2.6 million customers every week.