POS and DOOH ranked #1
Chloe Hylands, Marketing Manager, PML Group Northern Ireland with this week’s Out \ Look on Out of Home In this issue:
POS and DOOH ranked #1
POS and Digital OOH: Leading Media Channels in 2024
As the media landscape evolves rapidly, the latest insights from?Kantar’s Media Reactions 2024?report reveal that?Point of Sale and Digital Out of Home?have emerged as the?top-ranked media channels?for both consumers and marketers.
This annual study, which surveyed approximately 18,000 consumers across 27 markets and 1,000 senior marketers globally, underscores a significant shift in advertising preferences and highlights the growing impact of in-person media.
The Rising Influence of In-Person Advertising
In 2024,?in-person advertising has surged in prominence, with Outdoor channels, encompassing both?traditional and digital formats, securing a?top-five position among 22 ad platforms.
This notable preference indicates a clear consumer inclination towards media that?integrates seamlessly into their daily routines.
Breaking down the rankings, Digital OOH leads among marketers, followed by Sponsored events, Online video,? OOH, and Ecommerce. These findings reflect a?robust demand for advertising mediums that offer high engagement and effectiveness.
General Preferences for Media Channels
The report reveals that Point of Sale ads are highly favoured across all age groups. POS ads have overtaken sponsored events in consumer preference, highlighting their perceived relevance, utility, and trustworthiness. Consumers across different generations—Gen Z, Millennials (Gen Y), Gen X, and Boomers—demonstrate a strong preference for in-person media channels, with POS and OOH standing out.
Digital OOH, in particular, has garnered significant attention from Millennials and Gen X, reflecting its ability to captivate and engage audiences effectively. The report confirms that consumers are drawn to media channels that offer minimal disruption to their daily lives while maximising attention and impact.?
The Advantages of Point of Sale Advertising
Point of Sale advertising has emerged as a consumer favorite due to its relevance and effectiveness. POS ads not only capture consumer attention more effectively than the average ad but also enhance brand presence and growth. They serve as a critical tool for marketers to predispose consumers to their brands, fostering a sense of trust and immediacy.
The Enduring Appeal of Out of Home Media
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Out of Home media, both Classic and Digital, continues to enjoy widespread popularity for its positive traits, including high attention rates and trustworthiness. Unlike digital platforms that may be perceived as repetitive or intrusive, OOH advertising is seen as innovative and engaging.
Its ability to stand out and capture attention during ‘dead time’—moments when consumers are more receptive to external messaging—makes it a powerful tool for brand visibility and engagement.
POS & DOOH are key
The findings from Kantar’s Media Reactions 2024 report underscore the importance of understanding consumer preferences in the rapidly shifting media landscape. With Point of Sale and Digital Out of Home emerging as top media channels, it is clear that consumers and marketers alike are gravitating towards in-person advertising solutions that blend seamlessly into everyday life. As brands navigate this dynamic environment, leveraging these channels effectively will be key to maximising impact and driving growth.
Golf on the Go
The Amgen Irish Open, one of the most anticipated events in the golf calendar, has officially begun and will run until the 15th of September. This year’s tournament is set against the stunning backdrop of Royal County Down in Newcastle, offering a truly scenic setting for the competition. As the event garners global attention with millions of viewers tuning in from around the world, excitement is at an all time high.
To amplify the energy and excitement surrounding the tournament, the brand has leveraged an innovative new advertising format introduced by Outdoor Platform. The campaign, planned by Mammoth, included OOH advertising on the Belfast City sightseeing buses, a strategic choice given the high visibility and impact of these ads. Recent studies show that 36% of golf watchers (watching both online and in person) noticed Bus advertisements in the past week, and such people are 20% more likely to notice bus ads compared to the average adult?(TGI, NI). This makes it an ideal platform to captivate and engage the audience ahead of the big event.
Photo Joanne McKendry (Mammoth), Clare Ferris (PML), Conor McCaul (Mammoth), Gavin Clements (Outdoor Platform).
Clare Ferris, Senior Client Manager at PML, expressed enthusiasm about the campaign stating, “We are excited to showcase the Amgen Irish Open in such a unique way. The new format on the Belfast City sightseeing buses is not only innovative but also perfectly suited to capture the attention of golf enthusiasts. With high engagement rates and significant visibility, this approach is an excellent opportunity to build momentum and elevate the event’s profile among both locals and visitors.”
Joanne McKendry, Director of Strategic Planning & Insights at Mammoth, said ‘‘DP World Tour wanted a stand-out creative format which would be visible across Belfast City Centre to promote the Amgem Irish Open. The ‘Sightseeing Belfast Mega Rear’ was the perfect platform, delivering visibility across the city in the run up to the event.’’
Gavin Clements, Managing Director at Outdoor Platform, said ?“We are excited to partner with PML and Mammoth Advertising to add the Sightseeing Belfast Mega Rears to the marketing mix for the Amgen DP World Tour.? This Outdoor Platform offers a truly unique opportunity to target the hard-to-reach City Centre audience,? with a guaranteed route delivering, daily shoppers, commuters and tourists in their thousands.”
All Aboard Translink Grand Central
The ￡340 million Grand Central hub has opened in the heart of Belfast City Centre, marking a transformative moment for Northern Ireland’s transportation infrastructure. This monumental development stands as the largest transport hub in the region, poised to handle an estimated 20 million journeys annually, according to projections by Translink.
The state-of-the-art hub is designed to be a vibrant focal point in Belfast, featuring a diverse array of amenities to cater to both local residents and visitors. Among the initial offerings are popular eateries like Pret a Manger, known for its convenient food options, and Brewdog, the renowned Scottish craft beer brand making its debut in Northern Ireland. The introduction of these venues is just the beginning, with additional retail options to be announced in the coming months, promising to enhance the hub’s appeal and functionality.
Translink are?taking a strategic approach to the launch of services at the Grand Central hub. The rollout began with the activation of bus services, which are now operational and providing vital connections across the city. The trains?will be introduced in phases. While the precise date for the commencement of train operations has not yet been confirmed, Translink has indicated that these services will begin before Christmas. This phased approach allows for a smooth transition of services, ensuring that the hub operates efficiently.
The Grand Central hub has been described by Translink as a “game changer” for Northern Ireland, representing a significant step forward in the region’s transport system. The hub is set to play a crucial role in improving connectivity and supporting the economic growth of Belfast and its surrounding areas. By centralising transport services and providing a modern, accessible facility, the Grand Central is anticipated to become a key driver of urban development and prosperity.
In preparation for the opening, Translink has embarked on an extensive OOH advertising campaign to generate buzz and awareness of the hub. The campaign, planned by Ardmore, employs a range of formats to capture public attention, including 48 Sheet and 96 Sheet Billboards, Backlit sites and Digital formats. This multi-faceted approach aims to inform the public about the new hub, ensuring that residents and visitors alike are well-informed about the new transportation option available.
As the Grand Central hub begins its operations, it is expected to significantly elevate Belfast’s transportation landscape. By enhancing connectivity and providing a modern, multifunctional space, the hub is set to invigorate the city, support local businesses, and contribute to the overall growth and vibrancy of Belfast.
The new station is not just a transportation facility but a cornerstone of Belfast’s future development, promising to drive progress and improve the customer experience.
We are actively exploring new OOH opportunities?in the newly established hub. Presently, we have access to Station Live screens, with additional developments anticipated in the near future.
For inquiries about OOH advertising opportunities, please reach out to your PML contact: [email protected]