Following the audience

OOH media by its very nature is woven into the landscape of the country. It presents messages to people in many different environments and contexts, when they are out of home. The current restrictions imposed by the Covid-19 crisis has shifted people’s movements significantly.

In spite of the current restrictions, we know that many journeys remain essential. For commuting to work, shopping for essential household and food supplies, or for exercise.  We also anticipate that there will be a gradual easing of restrictions in the near future, perhaps similar to what we have seen published for Republic of Ireland and other European countries over the past couple of weeks.

As we navigate our way through the evolving situation and government guidelines, PML is continually enhancing its OOH planning systems with the most relevant consumer insights and location data.

PML Group’s bespoke mapping system has always been a robust and essential source of planning information, particularly for identifying points of interest where we can reach audiences in a relevant and contextual manner. It’s still about being in the right place, at the right time, with the right message.

Our extensive repository of location data includes:-

  • Household and population densities within ‘Small Areas’ of Northern Ireland
  • Open Grocery Retail e.g. Multiples, convenience, discount stores, off-licenses
  • Leisure areas e.g. parks, beaches and forests
  • Community services e.g. pharmacies, banks, vets/pet shops
  • DIY outlets

Overlaying population data with the relevant ‘go-to’ retail and leisure location points of interest allows us to identify where those audiences, when they are out of home, can be reached.

We know that the appetite is there with audiences, with 64% of people in the UK & US wanting to see advertising as normal. We also know audiences are out there, they’re just behaving in a different way than before, and they aren’t in the same locations as before, but we can still reach them.

It’s also crucial for brands to protect market share, especially in times of recession. These are difficult conversations to have, however they’re crucial ones that could impact the success or failure of businesses.