How good is it to be Out of Home again?
As lockdowns end and restrictions ease, we're seeing a resurgence in audience volumes in outdoor places and spaces. Now, with the weather warming up for Spring, it's the perfect time to reach a positive and alert audience on the go.
The numbers
Being Out of Home has never been more appealing or important. With 2 in 3 Australians intending to take road trips, 84 per cent intending to visit café’s, pubs and venues, and 76 per cent agreeing they generally feel happier to be out and about compared to before the COVID-19 outbreak, it's time for us to be Out of Home.^
- Traffic is back at 89 per cent of normal levels*
- Shopping centre visits are back to 93 per cent of normal levels*
- People in NSW are out and about at 84 per cent of normal levels
- People in QLD are out and about at 99 per cent of normal levels
- People in SA are out and about at 96 per cent of normal levels
- People in WA are out and about at 107 per cent of normal levels^^
People in VIC have eagerly welcomed the end of lockdown. Across the state audiences jumped more than 68 per cent to recover to almost 70 per cent of 2019 levels. In Melbourne, audiences are bouncing back even faster, up nearly 80 per cent in just three weeks.^^^
Recent survey results for VIC audiences show that:
- 60 per cent of people are looking at their own backyards for travel destinations
- 78 per cent of people are happier to be out and about
- 75 per cent of people are more appreciative of the outdoors
- 64 per cent of people are eager to be out for longer periods of time
- 79 per cent of people are looking forward to getting back into the office^^^^
The campaign
The Spring into Out of Home campaign went live Monday 12 October and will run for four weeks across digital Out of Home signs nationwide. Participating OMA members: BIG Outdoor, Bishopp Outdoor Advertising, goa Billboards, JCDecaux, oOh!media, Paradise Outdoor Advertising, and QMS Media.
Resources
Media release – New campaign announces audience return to Outdoor spaces
Op-ed – Rejoice that people are out and about, but smart choices must reign
Anatomy of Out of Home October – Out of Home advertising can engender empathy and fire emotion
Anatomy of Out of Home September – Global audience report: people are out and about
Drinkwise case study
oOh!media's COVID-19 Pulse Report – https://oohmedia.com.au/the-covid-19-pulse-report/
Sources
^Source: oOh!media Pulse Report |Timing 1st- 4th/ 18th-19th, 1st -3rd June, 24th - 28th July, 2nd-9th October 2020| Research Panel: Dynata| Australians aged 16+, n=4,479
^^ Source: oOh!DataScience, DSpark, Retail and Roadside locations, total volumes week ending October 12 2020 vs. same week 2019
^^^ Source: Dspark data, 4,000+ oOh! Roadside and Retail locations, week ending November 16th 2020 vs. same week 2019
^^^^ Source: oOh!media Pulse Report |Timing 1st- 4th/ 18th-19th, 1st -3rd June, 24th - 28th July, 2nd-9th October 2020| Research Panel: Dynata| Australians aged 16+, n=4,479 (VIC n=1253)
*Excludes Victoria.
About DSpark
DSpark are leaders in processing large geo-spatial temporal mobility data to deliver intelligence on people and places using the highest data privacy standards. Our intelligence has contributed to informed business decisions in both the public and private sectors that have impacted millions around the world. To learn more about DSpark visit dsanalytics.com.
