Commuting patterns have been altered by the pandemic, but opportunities remain for brands to reach consumers through OOH media – just at different times of day and in new locations.

What’s the context?

Writing for WARC, Sarah Harding of Kinetic notes that neither businesses nor employees want to see full-time working from home become a permanent business model.

  • Four in ten rail commuters would like to see a move towards a hybrid model of working from home two or three days a week.
  • Home working displaces activity and travel into local areas closer to home; 86% of rail commuters went out and about in their local areas at least once a week while they were working from home.
  • There is a huge opportunity for brands not just to adjust local geographic audience targeting but to localise creative too.

Key quote

“For the majority, commuting will remain either a necessity or a preference, but OOH’s continued ability to be highly targeted, flexible, and a contextual channel can help reinvent commuting.”

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Sourced from WARC