OOH Drives Seasonal Spending
Chloe Hylands, Marketing Manager, PML Group
As summer draws to a close, anticipation for the upcoming seasonal events and holidays begins to build. With Halloween, Black Friday, and yes even Christmas on the horizon, consumers are preparing to increase their spending. As these key shopping periods approach, people are eager to allocate their money wisely, ensuring their spending aligns with the festivities and promotions of the season.
Retailers have already started decorating their stores for Halloween, signalling the beginning of a busy and financially demanding time of year. This seasonal shift highlights the substantial impact that holidays and events have on consumer behaviour. For brands, taking advantage of these peak spending periods is essential. Just as individuals should avoid last-minute shopping, businesses must plan their marketing strategies well in advance to effectively reach their target audiences
Recent research conducted by PML Group in collaboration with Ipsos B&A provides valuable insights into the effectiveness of various outdoor advertising formats during these high-spending periods. According to this research, Bus Stop advertising is rated as the most effective format by 63% of respondents, with 27% of respondents considering these ads extremely effective. This demonstrates the strong impact that Bus Stop advertisements have on consumers.
Billboards and Bus formats also show significant effectiveness, with 62% of respondents rating them positively. Among individuals aged 45-54, 70% found billboards to be effective, and 23% rated them as extremely effective. Examining other mediums such as social media ads, they received a 24% rating for extreme effectiveness, indicating the substantial influence Outdoor ads have.
For the 18-24 age group, Social Media ads and Bus Stop ads are rated similarly, with 67% finding Social Media ads effective and 61% rating Bus Stop ads as effective. Despite the prevalent use of social media in this age group, outdoor advertising formats also prove to be effective.
Outdoor advertising also has a strong appeal with higher socio-economic groups. Within the AB demographic, 70% rated billboards as effective, with a notable 25% considering them extremely effective. Gender differences further illustrate the impact of various advertising formats. While 64% of women found Social Media ads effective, 67% preferred Bus Stop advertisements. Moreover, 31% of females rated Bus Stops as extremely effective compared to 22% for social media ads. For males, billboards were notably impactful, with 29% rating them as extremely effective.
As businesses prepare for the holiday season, it is evident that the effectiveness of Outdoor advertising should be a key focus of their marketing strategies. Strategic planning and targeted Outdoor advertising campaigns can significantly enhance a brand’s reach and impact during these crucial spending periods.
Get in touch with your PML contact today to discover how we can align your campaign with upcoming seasonal events.
Get in touch with your PML contact today to discover how we can align your campaign with upcoming seasonal events.
