Last window of opportunity

Out of Home is highly popular amongst advertisers seeking to influence sales and reach consumers in the last window of influence before purchase. Digital and static sites close to supermarkets and convenience stores hold high value for many FMCG brands and retailers, and this year the value is higher than ever.

Next week, we see two worlds collide; Black Friday and the imposition of new Covid restrictions in NI, which effectively shuts all non-essential retail. In the golden quarter for retailers, sales between now and Christmas are the most valuable of all, so the importation of Black Friday from the USA has grown in popularity and importance for retailers seeking to boost pre-Christmas trade. With restrictions coming into force on 12.01 AM on Friday 27th, retailers will be expected to launch in-store offers early, or signpost to online retailers which remain open.

35% waiting until Black Friday to buy

In research undertaken by money app Yolt, across the UK in October, 2,000 respondents were surveyed about purchasing intent. In total, 35% of people were more likely to wait until a discount day, such as Black Friday or Cyber Monday to shop, while almost a fifth (18%) will do all their shopping on discount days and during sales. Black Friday and Cyber Monday shoppers also said they tended to spend around £120.

Despite financial concerns affecting many, almost a fifth (19%) are planning to spend more on Christmas this year, expecting to spend an extra £240 compared to last year.

28% bought after seeing OOH

Brands seeking to capitalise on the last window of opportunity for sales and shoppers should consider Out of Home as a driver, whether in store or online. 28% of adults in Northern Ireland have made a purchase following exposure to Out of Home Advertising, with 59% responding to ads in another way (researching for more information, discussing with others or engaging via social media) (TGI NI 2020). This reconfirms the powerful position of OOH in driving purchasing. In addition, research from The Moments of Truth (Posterscope et al 2020) found that Dynamic Digital OOH campaigns increased sales by 16%, compared to no OOH.

With a mere week to go until the introduction of tighter restrictions, just a day before Black Friday, it’s not too late to harness the power of OOH for a short-term campaign. The flexibility afforded by the robust Digital OOH network in Northern Ireland ensures that short term price and product messaging is very effective and affordable, and most importantly can reach audiences while they’re in a shopping mindset. With campaign durations from as little as one hour, and turnaround times from booking to live much the same, it’s not too late to signpost customers to special offers.