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...
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 ,...
Global to acquire Exterion Media

Global to acquire Exterion Media

Radio group Global has made a binding offer to acquire Exterion Media just weeks after snapping up fellow OOH (out-of-home) companies Primesight and Outdoor Plus in a double deal. The purchase will help the media organisation bulk up its newly-formed OOH division, Global Outdoor. In the UK, Exterion boasts an estimated 20% share in the sector. They hold the lucrative £1.1bn Transport for London (TfL) advertising contract for the London Underground and rail networks. Current chief executive Leon Taviansky will transition with the business to Global Outdoor, which it has been announced will be overseen by Stephen Miron, Global’s group chief executive. Miron said the acquisition complemented its two most recent buys. “The incredibly positive reaction we have had to the news of our entrance into the OOH sector only reaffirms our belief and excitement about the opportunities within the outdoor market,” he said. “Exterion has a great track record in the UK and across Europe and we look forward to working with the team to develop the business further.” ‘Heavily investing’ in digital sites The LBC, Heart and Smooth Radio owner now has three prime OOH estates that will help it flex its muscle against giants like JCDecaux and Clear Channel. Global previously suggested that digital OOH will become an increasingly important part of its business, saying it would “heavily invest” across Primesight and Outdoor Plus’ portfolio to up the number of digital sites it owned. On the radio side, Global has already doubled down on programmatic with its audio exchange platform DAX. The ‘perfect fit’ Exterion is also responsible for the OOH inventory across the other three metro systems in the...
Global enters out-of-home market

Global enters out-of-home market

Global, the UK’s largest commercial radio group, has made the bold move into the out-of-home sector with the purchase of Primesight and Outdoor Plus. The surprise double acquisition, to be named Global Outdoor, is estimated to have cost more than £200m. Primesight has an advertising estate covering more than 35,000 sites nationwide, reaching over 95% of the UK population. Outdoor Plus has a strong premium digital footprint. Particularly in London where it runs ads at The One, Knightsbridge, The Hammersmith Towers and Euston Underpass, as well as a network of digital bridges in partnership with TfL. Founded by Jonathan Lewis in 2006, Outdoor Plus also has over 100 premium OOH sites nationally. Including; the Bluewater and Manchester Arndale shopping malls and premium digital roadside sites in Cardiff, Brighton and Bristol. Jonathan Lewis and Primesight’s CEO, Naren Patel, will transition with their respective businesses. Global Outdoor will be overseen by Stephen Miron, Global’s Group CEO. The new business will work alongside Global’s radio business. Whilst the two businesses will run stand alone, Global’s said its structure will “enable smart opportunities” for advertisers in the future. “We’re incredibly excited to be entering the Out-of-Home (OOH) sector in a substantial way through the acquisition of Primesight and Outdoor Plus,” said Miron. Source:MediaTel Want to know more about out-of-home or radio?Send us an email at...
InLinks hit 400 screens

InLinks hit 400 screens

Primesight’s InLinks hit 400 screens across five UK cities and eight London boroughs. InLinks are a hybrid of functionality and advertising. They connect the public to the web, provide free phone calls and offers councils a way to communicate directly to their constituents.  They provide a range of free public services, not least the fastest public WiFi in the UK. They also have a touch-screen tablet with a range of features including content and apps. Also, free calls to UK landlines and mobiles, and rapid charging through USB ports. Advertising is displayed on two HD 55 inch screens that fund all the services. They have this week grown to 400 screens across Leeds, Gateshead, Glasgow, Southampton and London. In just over a year InLinks have grown from their beginnings on Camden High Street to a further seven London boroughs. Including; Hackney, Hammersmith and Fulham, Islington, Lambeth, Southwark, Tower Hamlets, Wandsworth. 77% of consumers agreeing that InLink has a positive impact on their community. 64% agreeing they make their cities more innovative. Our latest research also suggests that 75% feel more positively about brands that sponsor services such as Wi-Fi, location and travel information. Source: https://www.primesight.co.uk/news/article/inlinks-hit-400-screens/ If you want to make sure you’re using your marketing budget to its full potential, then give our team a call on 02921 320 200 or email at...