We’re now in the final quarter of 2020, a year many of us will be happy to see the end of. Within our Now Near Next series, we’ve looked at topics that might affect specific industries or brands, and there have been a few recurring themes, largely the importance of delivering trusted communications that boost brand reputation.
One of the very first articles we wrote, Invest in OOH with confidence is as relevant as ever. We might be in a timeframe that doesn’t see queues to enter shops at the moment, but continued investment in entry management systems suggests that the Christmas rush may result their return isn’t far away. Back in April, 64% of people in the UK and US felt it was ok to continue to advertise as normal, and we believe this number has increased.
At a stage where budgets are scrutinised more than ever, and every penny has to count, OOH is well positioned to deliver results that marketers can trust. From strong geographical coverage, the ability to switch on a Digital OOH campaign in a matter of hours (or change a campaign to ensure it stays relevant), our aim remains to deliver value on all investments and create reliable engagements with the target audience.
We also wrote about audience targeting in the early days of lockdown, highlighting our ability to map campaigns and overlay this with audience data or points of interest, and as local restrictions change it’s possibly more important than ever. Following the Audience means that regardless of what’s happening, we can deliver highly targeted and effective campaigns, with multiple points of reference.
Trust and transparency on OOH
In the present day, trust and transparency remains crucial for brands, and audiences need the trusted communications to cut through all the rest. Consumers also want to trust that the brands and retailers they choose to engage with align with their personal values. In Northern Ireland, 29% of adults only buy products from companies whose ethics I agree (TGI NI 2020). The knowledge that staff and visitor safety is of key importance is important to many people and will ultimately lead to long-term engagement.
There’s no single point of truth, so combining our data sources, audience insights, people behaviours and mobility information allows us to build a very real picture of Average Joe. Recently, for example, we’ve looked at SME’s and business owners, establishing the habits exhibited by a typical person within this group. This insight into typical thoughts and feelings, meant we could reach Joe where he works and plays. This all combines to ensure campaigns work hard for their budgets, and produce effective results with minimal wastage.