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.
“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.”
Sourced from WARC