OOH’s freedom party
Ready or not, here we are.
19th July 2021 marks the UK’s ‘Freedom Day’, i.e., the ending of all legal, social and economic restrictions imposed to mitigate the effects of the COVID-19 pandemic.
In other words, no more metre distancing, no more capacity limits, no more quarantining for the double vaccinated and, well, if you’re up for it, all the nightclubbing your dancing shoes desire.
After 16 long months of to-ing and fro-ing (and an extra four-week delay to the original Freedom Day), it’s a pretty overwhelming, albeit exciting concept. As we step outdoors and into the new world, it’s safe to say that we need trust, comfort and transparency to surround us. We want an honest sense of open arms, especially for those who still wish to remain at arm’s length. One channel within the marketing mix that ticks each of those boxes (but looks especially good in the sunshine) is our oldest ad-format: OOH.
It’s no surprise that a channel like OOH was hard struck by a pandemic. However, with challenge comes potential and in turn a newfound appreciation. During a time of crisis, OOH spaces became the general public’s noticeboard, looking over us like beacons of hope when we had to keep our distance. In the early days of lockdown, OOH ads were a place to share safe stay-at-home advice, spread cheer for our key workers and show awareness for charities in need.
The COVID-19 pandemic has brought to light the non-invasiveness of a channel like OOH, whilst perhaps highlighting this for others. As we move out of the rubble, people will be prioritising brands that they can trust and mediums that feel genuine and transparent – much like OOH. As part of their ‘Moment for Trust’ piece at the start of this year, Clear Channel and JCDecaux revealed that OOH is the top channel for delivering positive perceptions and building brand consideration. Their research also found that 81% of people say that trust is a deciding factor in their buying decision, with 1 in 3 agreeing that they trust OOH.
“You can’t tell lies in public”
British Airways’ latest TV ad features very little of the holiday experience itself but instead is centred around the satisfaction and reassurance that comes with booking with BA and their flexible policies. Kuoni, who have cleverly created a ‘travel is on’ message using the middle letters of their brand name, have built OOH and press ads devoted to their Which? Provider status - showcasing proof that listening to customers gets you moving in the right direction.
And Kuoni do practise what they preach. Their Flex system is a new feature that enables users to cancel or change their holidays for any reason up to 35 days before travel. Similar to Kuoni, Black Tomato have created a State of Flex solution, enabling travellers to cancel or postpone holidays free of charge up to 30 days before departure. Both of these brands are great examples of the industry listening and reacting – flexing their offers for the new cautious consumer and doing so with pride.
OOH’s legacy will shine extra bright at the other end of the tunnel. The messages we see outside in this new version of living will last longer in our minds as we endeavour to make lasting memories in this summer of freedom. Being outside is so precious to us now that when we are there, we’re paying better attention to where we are and who we are connecting with.
This presents a golden opportunity for brands looking to reconnect with audiences. Now that customer confidence is amongst its highest point since 2016 (according to YouGov’s confidence index), monthly retail sales are rising above 2019 levels and over 52% of us are fully vaccinated, it’s a good time to be seen.
We’re also getting closer to pre-pandemic days in terms of our interaction with OOH sites. According to mobile data by JCDecaux collected week ending 4th July, large formats and street furniture are set to be reaching above and beyond pre-COVID levels from 19th July. What’s more, now that staycation season is booming and a gradual return to the office is being encouraged, rail is expected to reach 72% of pre-COVID capacity by September and for airports, reach should hopefully be at 58% by the time December hits.
So, it appears OOH really is the comeback king, but it’s been bouncing back long before Freedom Day, especially with the ongoing success of digital and programmatic formats. WARC data implies that by the end of 2021, OOH and DOOH ad spend is set to grow by 37% and 52% respectively year-on-year; the fastest growing of all channels after cinema.
Our friends at Talon Outdoor are looking towards H2 with a high head, noting a very positive return to market from brands across the summer thus far.
“The reset gives huge opportunities for brands across the OOH channel, reflecting the incredible resilience, collaboration and agility shown by OOH over the pandemic. If we’ve learned anything from our COVID experience, it is that understanding audiences by their location and mindset is paramount for brands to connect effectively. Digital OOH is back in positive growth with a real ability and benefit to use context to appeal to the new consumer. Powerful branding and activation messages can be made in the public space, supported by data and digital OOH’s fundamentals to ensure brands can easily deliver relevance to any audience.”
So COVID-19 has not only highlighted OOH’s forward-thinking, innovative capabilities, but its heritage and legacy too. The silver linings speak for themselves and with the outside world set to be a pretty busy place this summer, there really is no time like the present to reap the trust, perception and consideration benefits of being there.
Happy freedom, everyone, we’ll see you outside.
Eloise Pates
Contributor
