Driving activity at pre-pandemic level
[26th March] Driving activity in Northern Ireland remains higher than any other region in the UK, according to the latest update from Apple. A return to baseline signals an increase of driving activity in the region of 3%, likely due in part to the return of primary schools. In recent weeks, driving activity has frequently exceeded the baseline, with average figures reflecting lower levels of movement on Sundays.
OOH can play a pivotal role in connecting with audiences in a local setting. Our Going Local research found almost three quarters (72%) of adults pay more attention to what is happening in their local area these days, peaking at 84% among 45-54 year olds.
With the research demonstrating how people are more tuned in and attentive to their surroundings, this has had a positive effect on OOH noticeability with 65% of adults agreeing they are more likely to notice OOH posters and screens as the go about their local area. More than 6 in 10 (64%) believe Outdoor ads are a part of the everyday fabric of a local area.
A prolonged period of good weather brought people out to parks and beaches, with footfall in these areas seeing a jump of 57% to 128% of the baseline. These locations continue to see high levels of activity, which is likely to continue for several months. This makes them highly valuable to advertisers, as Outdoor formats in proximity to popular locations will see high levels of traffic flow.
Increased levels of pedestrian activity have also been noted in retail and recreation areas, notably town centres, with an increase of 6% on last week. Click and collect services are now provided by more retailers, giving audiences more reason to visit shopping destinations.
Continuing levels of activity around essential retailers has delivered consistent footfall in grocery and pharmacy locations again this week, at 96% of the baseline. Again, POS formats and those on key arterial routes leading to supermarkets and convenience retailers are valuable inventory for brands seeking to reach large audiences, as well as those seeking to influence on the path to purchase.
