Out-of-home audiences at 73% of pre-COVID levels.

Out-of-home audiences at 73% of pre-COVID levels.

Great news for out-of-home! With children returning to school. and many people returning to the workplace, roadside audience figures are increasing! Audience numbers are now at 73% of pre-COVID levels. Furthermore, according to National Statistics, 53% of workers travelled to their workplace at least once during the week to March 14 – this is 48% up from the week before. As the end of March approaches and more restrictions are being lifted, we can expect audience mobility to continue to grow. Here are some key stats: Clear Channel’s roadside audience levels at 73%. Audience levels within residential areas have increased by +9 percentage point to 81%. (Source: Clear Channel Radar (w/e 13th March)Audience levels in proximity to Asda and Sainsbury’s (83%) and parks (77%) have increased by +10 and +7 percentage points respectively. (Source: Kinetic Viewpoint (24th February).Alfresco Life survey shows that leaving home to grocery shop (83%) or exercise (82%) are the most popular activities. (Source: Google Mobility Data 16th March 2021 (7 Day Average)).Mobility to parks is currently at +23% above the baseline. (Source: Talon ADA (w/e 7th March)).London roadside traffic is now at 93% vs the baseline average following a 1% growth WoW.Visits to supermarkets witness 1% growth WoW, currently at 96% vs average. Predicted Impacts and reach figures for 2021 This is excellent news for our clients who have missed out of home advertising over the last year. The above figures are really promising and only set to increase as restrictions relax. If you would like us to look at an outdoor campaign for your business our friendly team would be more than happy to...
What will come of Christmas Advertising 2020

What will come of Christmas Advertising 2020

Will advertisers deliver a much needed dose of happiness and joy, or will Covid-19 be adding more doom and gloom? Not to sound like the Grinch but Covid-19 has ruined 2020 and Christmas this year is not going to be the same.As always, this time of year is when brands begin to roll out their Christmas ad extravaganzas. Not only are they vital for business, but research last year found advertising plays a key role in getting people in the festive mood, and in these times, rarely has there been a greater need to lift the public’s spirit. Consumers are crying out for advertisers to provide some festive cheer!But for marketers and designers having to devise relatable Christmas ads while being uncertain as to what Christmas will even look like this year, the challenge is huge..Each year, big brands like John Lewis and Amazon can be relied upon to dig deep into their budgets and bring out the big bucks to spend on their blockbusters, as they battle to win the Christmas ad showdown. The campaigns released so far have been a mixed bag of attempting to distract customers from the pandemic, and directly addressing the elephant in the room. Amazon has been widely commended for sensitively approaching the topic in a way that doesn’t feel downbeat. Argos on the other hand decided to swerve the topic altogether and is all about possibilities and dreams. Seeing Christmas through the eyes of children. The hotly anticipated John Lewis advert has also now arrived and is part of a campaign called ‘give a little love’ which aims to raise 5 Million pounds...
How has the UK’s media consumption changed since lock-down began?

How has the UK’s media consumption changed since lock-down began?

It’s been almost two months since our first blog about how the coronavirus has affected the UK advertising industry, so we thought it was a good moment to take a look at how things stand in May 2020. Television Across the major channels, television viewing has grown massively since lock-down was introduced in the UK. Sky viewing has increased by 24%, taking the average time spent watching TV per day to 3 hours 40 minutes, that’s an increase of 5 hours per week since lockdown began. Younger audiences have seen the biggest increases in television viewing, 16-24 year olds were watching 57% more TV now than they were this time last year. Unsurprisingly, as more of us are at home, daytime viewing has increased by 39%. Viewers are tuning into the news and light entertainment more than any other genre. Gordon, Gino and Fred: American Road Trip concluded with 4.0m viewers, which was up 1.4 million viewers compared to the slot last year. Video on Demand ITV Hub has seen viewing hours increase by 82%, with catch-up viewing across drama up 26% year on year. Sky On Demand was also up by 52%. Likewise, All 4 achieved its highest number of quarterly views ever across Q1 of 2020. This record breaking period includes All 4’s biggest ever month, week and day of viewing in March, with viewing up 37% year on year. Video on demand platforms also remain popular with a younger audience, viewing was up 30% among 16-34 year olds, with almost 80% of all 16-34s registered with All 4 in the UK. Radio From our previous blogs...
How cinema advertising can work for you

How cinema advertising can work for you

Cinema is the second fastest growing advertising platform behind the internet, a report by WARC shows. How is UK cinema performing? 2019 has been predicted to be a “landmark year” for cinema admissions, with the platform remaining popular particularly with a younger audience. Blockbuster releases like ‘Avengers: Endgame’ took £88.6m at the UK box office, with nearly half of tickets being bought by 16-34 year olds. How does cinema size up against subscription-video-on-demand (SVoD) services like Netflix? James McDonald (Managing Editor at WARC), assured that the “experiential nature of cinema places it in a different bracket to SVoD services” and that when paired with “the exclusivity of box office hits” should ensure that pressure from SVoD services is minimal. What audiences does cinema advertising reach? Cinema advertising is a great platform for reaching a young audience. In a study by Differentology, cinema advertising is the format that 16-34 year olds feel the most positive towards. These consumers feel that cinema offers them “premium, trusted, quality content in a high-attention environment.” Of the ten audience groups identified by DCM Media, 16-34 year old adults are the most prolific cinema audience, with an average of eight visits a year. 64% of them also agree that the cinema experience is not something which can be replicated via TV, laptop or mobile. Research from Kantar Millward Brown has found that among 16-19 year olds, cinema is the most popular traditional advertising medium, with 59% feeling ‘positive about it’ compared to 34% for print, 38% for TV and 50% for outdoor. Are you interested in cinema advertising for your business? Get in touch today....
Making the most out of outdoor digital advertising

Making the most out of outdoor digital advertising

Digital outdoor advertising (DOOH) is much more than just a screen which enables movement, but what are some ways your campaign can utilise dynamic technologies? Recently, Pirinase used weather data to help their campaign promoting their hay fever relief spray. The campaign is activated when the MET Office pollen count reaches ‘high’ or ‘very high.’ This ensures the campaign reaches hay fever sufferers at times when they need relief. Another example of using weather data is B&Q’s long-running campaign. Their creative pushes summer products when the weather is good, ensuring relevance to the weather. Outdoor advertising can also be geo-fenced, allowing passers-by to be targeted. Econsultancy reported that “O2 partnered with Dax and Mobsta to log device IDs (via Bluetooth) when people pass an out-of-home (OOH) site. These IDs were then used to see if a particular user subsequently visited an O2 store, where their device ID would be tracked.” O2’s campaign for the Samsung S8 handset also used geofencing to target ads on digital radio, Soundcloud and Deezers at people within 500m of the OOH site. Digital advertising can also utilise travel data, such as flights times, drive times or sports data. We particularly like how Guinness used it during the Six Nation’s. The creative alerted people to an upcoming match and its kick-off time, as well as the distance to the local pub. Participating pubs then used sensors to capture footfall data and, if they got too full, would trigger a change in creative to direct fans to alternative venues. Could your campaign use dynamic data? Get in touch today. Sources: https://www.jcdecaux.co.uk/news/pirinases-powerful-pollen-counting-ooh-campaign ,...