The number of people seeing OOH advertising at present is in line with industry norms, according to the latest WorkShopPlay survey which is carried out by Exterion Media.
The survey reveals that despite the current circumstances relating to the Covid 19 pandemic, OOH advertising is delivering high levels of audiences, with 83% of those surveyed “seeing an Out-of-Home ad in the past week”. While all formats and environments are performing well, bus advertising is performing particularly strongly. The WorkShopPlay survey was undertaken from Tuesday 28th-Thursday 30th of July 2020.
The research also shows that while 45% of the Urban Community panel continue to work from home, audiences are spending more time in their local areas for the purpose of shopping but are spending their leisure time in city centres. 67% are seeing bus advertising in their city/town centre, 64% are seeing bus advertising on their way to/from work with 62% seeing such ads in their local areas. In addition, 66% of respondents have seen ads on digital screens in a shopping mall in the past week, according to Exterion.
While some restrictions remain in place OOH audiences have been active across a number of areas in the past week including grocery shopping (87%), dining out (38% in a restaurant, 20% in a pub), shopping for clothes (33%) and doing DIY around the house (38%), the research shows.
“As advertising in the Out-of-Home sector continues to improve, high recall levels of ads across a wide range of categories underpinned the efficacy of the medium in driving impact and resonance. Once again bus advertising tops the charts with recall levels for the governmental Covid Transport campaign hitting 84% with billboards being particularly strong for car advertising at 68%,” the research notes.
Commenting on the findings, Antoinette O’Callaghan, marketing manager of Exterion Media, said: “While it has been a very rough year for the Out-of-Home sector, the results of our latest WorkShopPlay survey underpins the true value of the medium and its ability to deliver advertising messages. The results for Bus advertising are particularly strong and reinforces the fact that our public transport network doesn’t just carry passengers but also delivers audiences no matter where they are located”.