Consumer behaviours are changing rapidly, and faster than we could have imagined. The report demonstrates that the younger 16-34 audience still want news content as much as 55+, but they want it in a way that suits them – often digitally and on mobile. For the 55+ age range, physical newspapers and TV news broadcasts suit their lifestyle.
For media planners, the report offers several key takeaways:
- We might not be outdoors as much, but OOH is still highly effective as a broadcast medium
- Media consumption is more fragmented than ever, so diverse media plans are essential to target all adults.
- “it’s really important to bear in mind that while our lives have changed dramatically in recent months, the roles of media and advertising are still about delivering: the right message to the right person at the right time and in the right context”
When it comes to effective message delivery, Out of Home remains a key driver for online engagements. We have a robust Digital inventory in NI, enabled to deliver Dynamic content at scale, it can continue to bridge the gap in delivering the content that audiences want, in a way that suits their needs.