03/07/2020 - Views
How Brands Can Get Ahead with OOH in a Post-Lockdown World
From the 4th July, the UK government has announced that highly anticipated sectors, including hospitality and tourism, will be allowed to reopen for the first time since March. Despite the high risk of these changes being reversed if new cases of COVID-19 spike again, the elation of the British public is unsurprisingly at an all-time high.
As our recent Ada research showed a 27% WoW increase in footfall as shopping malls reopened last month, we expect to see these figures rise even higher as Britain’s beloved pubs, restaurants and cinemas reopen too. In unison with another announcement, allowing groups to meet up to six people from different households outdoors, we expect that even more Brits will be heading to public spaces to make up for lost time this Summer.
For brands, this is the perfect opportunity to use OOH’s location and context to strengthen relationships with consumers in compelling and compassionate ways. For the majority, although this is an exciting step towards freedom, it is a bittersweet one as it is overshadowed by fears and concerns about the virus. More than ever, consumers will be looking to brands for trust and reassurance.
Whilst this can be achieved on a national scale, the impact of local level OOH shouldn’t be overlooked. With Ada’s management capabilities, tracking the changing moving patterns across the country enables us to focus even more on localised OOH. When context, creativity and relevant local advertising are combined, OOH can deliver brand messaging that is reactive and flexible to a consumer’s mood and situation. When the right context and OOH is combined, research has shown a +17% uplift in consumer behaviour.
Throughout lockdown we’ve continued to work closely with brands on some of their very first OOH campaigns. Take the recent campaign we did for the wine-in-a-can brand, HUN. Granted, it wasn’t the ideal circumstances they were hoping for - but using OOH’s uniquely placed position within the public space, they were able to see the brighter side with some of the wittiest copy we’ve seen yet.
This is a great example of the contextual capabilities of OOH - despite restrictions. If it’s used well, it will get talked about and it will get shared, giving it life and ROI beyond its original budget.
But as of July 4th, and now that we find ourselves entering the recovery phase, OOH is projected to recover faster than the media industry. To help brands get ahead with OOH and to re-engage with the public as we emerge into a post lockdown world, we have developed a variety of return pack initiatives with media owners to aid along the road to recovery.
These initiatives include a ‘Welcome back to OOH’ pack, helping brands to take full advantage of the momentous social and cultural awakening as restrictions are lifted and audiences emerge from isolation. We’ve also released specifically targeted packs, ranging from staycations and the return to pubs, to the return of sport and other activities.