Building trust one billboard at a time
Chloe Hylands, Marketing Manager, PML Group Northern Ireland with this week’s Out \ Look on Out of Home
In this issue:
Building trust one billboard at a time
"People are out of home more, so they’re seeing more out-of-home advertising. It is a really trusted format"?says Aoibhín Lennon, the newly appointed Director of the Out of Home Media Association. The OMA, an industry body for OOH, promotes the benefits of the media to advertisers and agencies, while providing leadership and innovation. Its members include Clear Channel, Global, JCDecaux, PML Group, and Talon.
Aoibhín steps into her role at a time of rapid post-pandemic growth. With a remarkable 67% of adults in Northern Ireland noticing OOH ads in the past week (TGI), there exists a highly aware audience that brands can engage with.
She notes that the industry is now back in growth mode. According to Core's Predict 24 Report, published in February, 69% of adults plan to spend more time outdoors this year, and 62% intend to spend time with people outside their home or workplace.
With previous experience at Spark Foundry, MediaCom, ZenithOptimedia, and Vizeum, Aoibhín brings a wealth of industry expertise. "The reason I got involved is because I love the medium," she adds. "People are out of home more, so they're seeing more out-of-home advertising. It is a really trusted format."
Research from Harvard Business Review indicates that people trust Print advertising (82%) the most out of Television advertising (80%), Direct Mail advertising (76%), and Radio advertising (71%) when making purchasing decisions. The study also found that consumers trust traditional advertising such as print more than other channels.
Another survey named ‘The Moment for Trust’, completed by Clear Channel and JCDecaux noted that 81% of respondents found trust to be a deciding factor in their purchase journey. OOH is a public media which is consistent and dependable, which helps builds trust with consumers over time.
New research has been published by PML Group Ireland and Ipsos B&A, further underscoring how Outdoor is a powerful tool for advertising.
OOH is highly noticeable medium, with the research finding that 83% of people notice OOH advertisements, a rate that rises to 87% among young adults aged 16-24, this is thanks to the positioning in prime, high visible areas. This high visibility translates into effective brand discovery, with 67% of consumers learning about new brands through OOH ads.
The discovery rate is particularly impressive among young adults (75%) and those aged 45-54 (73%). Moreover, OOH ads strongly influence purchasing decisions, with 61% of people acknowledging that the medium influences their purchase decisions. This effect is even more pronounced among the 16-24 age group, where 79% report being influenced.
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These benefits make OOH advertising a powerful tool for reaching and engaging diverse demographics, driving brand awareness, and boosting sales. With a growing demand for brand authenticity, OOH is undoubtedly the perfect medium to meet this need.
Belfast's newest transport hub takes on OOH
Translink's Grand Central Station, set to open in Autumn 2024, will be Northern Ireland's largest transport hub, featuring 26 bus stands and 8 train platforms located near the current Europa Bus Centre.
To spread the word, Translink has utilised various OOH formats, including Adshel Live, Streethub, and 48 Sheets. These formats are ideal for reaching both commuters and visitors alike, offering vibrant and exciting visuals to grab attention.
David Curry, Translink’s bus services general manager, describes Belfast Grand Central Station as a “game changer” that will “reimagine” the city. "Designed to be fully inclusive and able to cater for 20 million passenger journeys a year, it will be the largest integrated transport facility on the island of Ireland bringing the opportunity to further enhance service frequency in the longer term,” he said.
He also noted, “Beyond transportation, this new facility will be a new destination in the heart of the city where people meet thanks to a range of popular hospitality and retail outlets offering a unique blend of convenience and leisure."
This is a thrilling moment for Belfast, marking a new era in our city’s transportation. The new station will help Belfast thrive like never before and OOH is the ideal channel to broadcast this development, by maximising exposure and awareness of the new hub. The campaign was planned and designed by Ardmore.
Slap on the factor 5G
Vodafone has launched an engaging summer campaign to promote its 5G and streaming services. The campaign celebrates all things summer with vibrant and playful slogans, capturing the essence of the season. By referencing popular current events such as Wimbledon, Vodafone ensures it remains relevant and connected to its audience's interests.
To maximise its impact, the campaign utilises a diverse mix of OOH formats, including 6 Sheets, Adshel Live, and Streethub. This multi-channel approach, planned by Posterscope, allows Vodafone to target various demographics and extend the campaign's reach effectively.
Additionally, the campaign features a variety of creative designs, ensuring that the audience remains captivated and interested by seeing different iterations of the message.
This strategic combination of timely references, multiple advertising platforms, and varied creative content not only highlights Vodafone's advanced 5G and streaming capabilities but also underscores its commitment to staying relevant and engaging with its customers during the lively summer months.
Contact us at [email protected] for more information on how OOH can improve your brands advertising efforts.