[19th February] Driving activity in Northern Ireland continues to increase. This week, we have seen mobility above the baseline for the first time since December (Apple Mobility Data). Activity on 16th February showed driving reached 96% of the baseline, while the weekly average at 89%, an increase of 3% from last week.
Pedestrian footfall, measured by Google Mobility Data, also shows uplift in the environments we track. Despite widespread closures the retail and recreation environments had week on week growth of 5%, bringing it to 45% of the baseline. Parks and beaches also saw uplift, increasing by 9% week on week to 83%. As spring approaches, with longer days and better weather, these areas are likely to continue getting busier. Ambient and carefully placed OOH in proximity to popular locations will be an excellent opportunity for brands seeking audiences, particularly those with families or pets.
Unsurprisingly, workplaces saw no change in weekly footfall with activity just over half of the norm (55%). Grocery and Pharmacy environments continue to deliver solid footfall, this week averaging 87% of the norm, up 7% week on week. Point of sale and proximity OOH have always been valuable assets for brands in the FMCG and Finance categories, however the reliable footfall even during the tightest restrictions make them appeal to advertisers across the board.