Water Cooler Moments
78% of office workers in Ireland say they want to work in dedicated office spaces at least some of the time. This is among the findings of a new study – carried out by real estate investor and operator Fine Grain Property by Amárach Research that suggests sense of community and opportunities to collaborate, interact and socialise are seen as key benefits of the office.
The research found that workers have missed so-called ‘water cooler moments’ – serendipitous occasions in which staff interact socially at work – while working from home. Ninety per cent of employees say the social aspect of the office is the best thing about returning to the workplace. Getting out of the house (78%), having a dedicated workspace (66%) and collaboration time (62%) also scored highly.
WATCH – February OOH Market
OOH advertising is the ideal medium to leverage the excitement of real-world events and as pandemic restrictions have eased the return of people has amplified these opportunities for brands to engage consumers in and around events and special occasions. Valentine’s Day, the return of Six Nations rugby and the Dublin International Film Festival were examples in February, and our WATCH market intelligence service monitored many campaigns leveraging these events for an OOH audience.
Guinness were among the brands supporting the Irish rugby team as the new Six Nations season kicked off and the campaign helped Diageo to top spending advertiser for the month on OOH. They were followed closely by Tesco, with Disney, Virgin Media and McDonalds making up the top five. Virgin Media are, of course, title sponsor of the aforementioned film festival.
Retail was the most active category in February, with SuperValu joining Tesco among the biggest campaigns in cycles 3-4.
It’s a time of year when holiday planning is top of mind and our recent iQ research showed high levels of intention regarding breaks in Ireland in 2022. Tourism NI were very active in February, encouraging trips to Northern Ireland from the south.
The top five advertisers and categories for February are below. These are based on WATCH marketing intelligence from PML Group. Based on campaign monitoring display at rate card.
For full information on categories or brands, please contact the PML Group team.