Bus Fares Well in New OOH Research
This week we share the second part of new research from our iQ programme, investigating the noticeability of OOH formats among key demographic groups. This week our focus is on retail and transport formats, having covered roadside last week.
In partnership with Ipsos MRBI, our insights team at PML Group surveyed 300 Dubliners, aged 16-54, in December 2021. We found that bus advertising remains a highly impactful and effective attention grabber among all age groups. 73% of the 300 Dublin respondents say they regularly notice ads on buses, rising to 82% among 16-24s and remaining at 70%+ for adults 16-44.
A hotbed of competitive activity throughout the past two years on OOH has been the Retail environment. It’s an environment that has thrived during the pandemic and its no surprise that retail-based formats performed so well in this study. Almost two thirds of respondents notice ads in supermarkets regularly, peaking among females 25-34, at 73%. Those living in South Co. Dublin are also tuned into ads where they shop, at 74% agreement.
Within shopping malls, digital screens are regularly noticed by a whopping 88% of 16-24s. Main shoppers are more likely to notice mall advertising, but only by a margin of 4% – 64% v 60% among non-main shoppers.
Despite commuting numbers being affected by Covid in recent times, half of respondents regularly notice ads in train stations.
Special Start to 2022
Cycle 1 has shown us how brands are already utilising what out of home has to offer such as Disney+ and Avonmore who are kick starting the year with high impact, special builds.
Outdoor advertising is not confined to the poster frame, as special build productions can complement classic OOH campaigns to add something unique. Special builds are highly effective and provide brands with great opportunities to drive brand fame across both the real and virtual worlds. Research we conducted with Ipsos MRBI in 2021 found that three quarters of all respondents believe Specials make a brand seem exciting.
This cycle, Disney+ launched a Special build for the original series The Book of Boba Fett. Landing on the 96 Sheet location in Glasnevin, the creative stands out with halo lighting, 2D characters & 3D lettering. Our OCS research found that 94% of participants find lighting or illumination effects in campaigns more noticeable. The special lighting also draws attention during both day and night which demonstrates a key strength of Out of Home – it is always on.
In the build up to the launch of the special build, projections ran in various locations in Dublin, Cork and Galway. The campaign also runs on Digital formats such as Digipoles, Digipanels and iVisions.
January is a time of year when people reflect on the past year and set new health and fitness goals for the year ahead. Avonmore has fit the tone this week with its special build to promote its Slimline milk. The 48 Sheet special in Rathgar uses 2D Avonmore logo, Cartons and lettering while using special lighting to further draw attention to the build. The campaign also runs on Purchase Points and Tesco Live which acts as the last window of opportunity to influence shoppers at the point of sale.