The benefits of out of home advertising have been accentuated after being confined to our local areas for the majority of the last year. 70% of UK consumers say they now pay more attention to what is going on around them – particularly in their local areas (65%) – according to a recent survey by Posterscope.
Two-thirds also say that lockdown has made them realise the importance of their local high street, and half now have a stronger emotional connection with their local community. This has resulted in in a heightened awareness of OOH.
Outdoor advertising has had an important role to play throughout every stage of lockdown, such as enabling brands and businesses to remain visible even when closed or offering limited services; as a platform for public health messaging; and to announce that businesses are re-opening as restrictions are lifted.
Make the most of consumer behaviour changes
Consumers are more trusting and have more confidence in businesses that continue to be proactive with their advertising and are reassured by their consistency - particularly in such changing and unpredictable times. Posterscope also found that 40% of people surveyed revealed that they feel more positive or favourable towards brands that use out of home advertising than before the pandemic.
Businesses can exploit this and use their local media platforms to advertise, such as on roundabout signs or lamppost banners, to reach passers-by who will be especially receptive to their advertising after almost a full year of lockdown.
Reach people in the right mindset
There is a pent-up energy amongst people and desire to return to normality. Many are in a ready to spend mindset after being restricted to what they can buy, what they can do and where they can go for so long.
The pandemic has highlighted the benefits of using local, outdoor advertising, which can only be good news for businesses who want to achieve that fast-start as life (hopefully) begins to return to normal in the coming months.
People are increasingly keen to support local, and advertising in your area will help to ensure that your current and potential customers know that you’re there, that you’re open and what you can do for them. In the next couple of months there will be an even bigger focus on outdoor lifestyle as people rush to sit outside in parks, pubs and restaurants as restrictions are lifted.
Reaching thousands of people with your name and advertising messages every day will ensure that you give your business the best chance of success as we come through the other side.