OOH is the Ticket

Chloe Hylands, Marketing Manager, PML Group

OOH advertising continues to prove its effectiveness in engaging audiences, especially as consumers place a strong emphasis on travel and leisure. In an era where people are actively looking for value and inspiration, OOH serves as a powerful medium to influence decisions and drive action.

This article explores consumer travel trends, their financial mindset, and how brands can leverage OOH advertising to capture attention and increase engagement.

Recent research highlights key trends in how consumers are planning and prioritising travel. According to TGI, 60% of people have travelled in the past year, with 17% opting for holidays within Ireland and 16% traveling abroad. Despite economic uncertainties, travel remains a key priority, with 39% of travellers spending £750 or more on their trips. Family and partner trips account for 41% of travel, while 25% prefer beach holidays and 32% choose hotel stays.

The Global State of the Nation study further reveals a mixed financial outlook among consumers. While 43% feel financially stable and able to afford luxuries, 34% report feeling squeezed, and 13% are struggling to make ends meet.

Despite this, 46% of consumers plan to save more this year, and 51% are considering a short-haul holiday, while 22% are looking at long-haul options. Additionally, 40% view taking a holiday as a priority, even as 57% seek to balance fun with financial responsibility. Notably, 41% believe that doing what makes them happy is more important now than ever before.

With travel and leisure remaining a priority for consumers, brands have a significant opportunity to connect with them through OOH advertising. Trust in OOH remains strong, with 64% of people considering it a reliable medium. This figure rises to 67% among those in either a strong financial position or feeling squeezed but managing. OOH is seen as particularly effective in specific messaging areas:

• 80% trust OOH for delivering public information.
• 76% believe it is useful for communicating deals and offers.
• 74% say it is great for promoting sale events.
• 49% feel inspired by OOH when planning life events.
• • Showcasing Travel Deals and Destinations: High-impact OOH placements can capture attention and drive interest in holiday packages and travel promotions.
  • Aligning with Seasonal Trends: Summer and peak holiday booking periods are prime opportunities for brands to increase visibility through OOH campaigns.
  • Incorporating Contextual Relevance: Digital billboards that adjust based on weather conditions, real-time travel trends, or upcoming seasonal events can enhance engagement and urgency.
  • Evoking Emotional Connections: Imagine being stuck in traffic on a gloomy day and seeing a billboard featuring a breathtaking beach destination or a cozy staycation—such visuals can be incredibly compelling and drive spontaneous decision-making.
  • Embracing Creativity: From interactive OOH campaigns to eye-catching 3D billboards, brands have a wealth of creative opportunities to make a lasting impression on consumers.
  • Given these statistics, brands looking to engage consumers with travel-related messaging can benefit significantly from OOH advertising’s wide reach and credibility. As consumers navigate their financial situations while still prioritising travel, brands can use OOH advertising in several strategic ways.