In anticipation of a lift in movement restrictions, and the excitement people are feeling to be outdoors again, brands will need to pay as much if not more attention to their OOH activity than before.

This is according to a new article for WARC by Sophie Pemberton, Group Strategy Director, and Emily Alcorn, Head of Insight at Talon Outdoor.

Following a challenging period, “being out and about will not only be a necessity but a luxury”, the use of the extensive digital and static infrastructure available is in a strong position.

“Sentiment tracking from On Device Research shows that, once lockdown restrictions are lifted, consumers intend to spend more time with family and friends and less time on social media and online shopping,” Pemberton and Alcorn contend.

“Consumers are, for now, more sensitive and less materialistic. For brands, it is time to rethink their communications strategy with a focus on saying the right thing at the right time.”

“The ubiquity of digital OOH (DOOH) screens in cities across the UK offers advertisers the ability to create more relevant and responsive campaigns,” the authors write.

But it also increases reach, making a heavier reliance on digital a safer bet: “Our recommendation is that advertisers increase their digital investment to 57% minimum to improve campaign ROI.”

However, doing something new and memorable is not so easily disrupted.

“Traditional OOH space is finite, so anything that delivers reach and cut through will be an asset post-lockdown.

“Whether it is projecting creative on skyscrapers, hand-painting your message onto empty walls, or turning the bottom of a coffee cup into a brand statement, ambient formats provide an opportunity to produce highly effective campaigns.”

Sourced from WARC