How to plan for the new out-of-home normal

Exploration of how the pandemic has changed OOH media planning.

Why it matters

Culture has been profoundly influenced by the pandemic. The need for sensitive and socially-aware creative, as well as smart audience targeting and rapid analysis of data to influence campaign strategy, has never been more important and will remain a core feature of OOH planning.

Takeaways

  • COVID has essentially killed the rush hour. People are driving more and working from home more, with fewer people travelling into city centres, meaning they are concentrated in non-urban, suburban and smaller peripheral towns.
  • Mindset will become even more important to the way OOH campaigns are planned and...

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Insights Team
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