|Over 80% notice OOH on bus formats
As we navigate through the second half of 2023, the latest wave of our Media Impact Study has shown that respondents regularly notice ads on bus sides and bus shelters, with both peaking in the top quintile at 82% and 80% respectively.
In collaboration with Ipsos, 310 individuals aged 16-54 were surveyed to capture the pulse of Dublin’s advertising landscape. The research has unveiled fresh insight into the noticeability of classic and digital formats across roadside, retail and transport environments, offering a panoramic view of the noticeability of OOH formats across Dublin.
As highlighted in last week’s Out \ Look, our ongoing IMPACT research programme identified bus shelters as among the top-performing formats in terms of individual OOH campaign recall. The younger demographic aged 16-24 continues to be a focal point, with an impressive 90% of both males and females noticing bus shelter advertising.
Billboards are still commanders of attention in terms of large-scale roadside formats. 78% of those surveyed regularly notice these, with strong noticeability amongst the 45-54s at 83% and the younger age group again at 86% of 16-24s. The male demographic comes up particularly strong in the latter with 97% regularly noticing billboards.
Digital roadside formats continue attract attention as they light up the streets below them. 56% of respondents regularly notice digital ads on bridges, breaking out at 63% of males and 51% of females. Adshel Live digital phone kiosks, meanwhile, again peaked among younger audiences at 71%, with 51% of all respondents regularly noticing the format.
Transport and Retail
Bus advertising remains a stalwart in the OOH space with the strongest overall noticeability. 82% of respondents regularly notice these mobile ads, breaking out at 83% of males and 82% of females. The younger demographic again lead the pack at 92% noticeability, followed by 85% of 25-34s.
Retail environments also showcased robust numbers. 72% of those surveyed regularly notice ads in supermarkets with little variance, showcasing strong noticeability near points of purchase. This is echoed in responses to digital screens in shopping malls at 75% of respondents, increasing to 88% of young adults aged between 16-34.
Similarly, train station formats continue to be effective advertising hubs with their mix of dynamic, digital displays and classic 6 sheets. 67% of respondents regularly notice ads at these transit points, rising to 77% of those aged 45-54.
Comparative Analysis with 2022
As noted last week, our IMPACT research for H1 2023 points to a widespread increase in the average recall of OOH campaigns vs 2023. People are noticing formats more, with recall levels in transport and retail environments reflective of increasing audience sizes in these environments as time goes on, and an increase in advertising investment by brands in these locations.
Additionally Kantar’s most recent ROI TGI release verified that people are spending more time Out of Home and seeing more OOH, reaching elusive young, urban, upmarket audiences. 64% of Irish adults recall seeing at least one form of OOH advertising in the past week, rising to 69% of Dubliners. The combined strength of classic and digital formats is underlined with them coming in at 59% and 55% respectively.
The OOH advertising landscape in 2023 remains vibrant and effective. While classic formats like bus shelters and billboards continue to lead, formats in the retail and transport sectors are rapidly gaining traction, aided by dynamic digital OOH facilitated by Liveposter. Additionally, increasing recall levels and the growing impact of OOH campaigns, especially among the younger demographic, further emphasise the importance of Outdoor as a medium in the current media landscape.
For more information, please contact the team at PML Group.