Some eye-catching campaigns looking OOH so great this month…

 

A look at recent OOH trends including consumer behaviour, OOH formats, category and product trends…

November New Car Registrations up 24% YOY as vehicular mobility reaches within 1% of pre-pandemic levels
Despite current Covid-19 restrictions, vehicular mobility is nearing very close to pre-pandemic levels. Commuter traffic has barely decreased since the Government asked people to return to remote working last month with Transport Infrastructure Ireland confirming that the number of cars on the Irish road network is within 1% of pre-pandemic levels.

New car sales are also performing well. The Society of the Irish Motor Industry (SIMI) reported that November new car registrations are up 24% year-on-year. 104,563 new cars have been registered year-to-date compared to 87,724 for the same period in 2020 (+19%) and 116,885 in 2019 which means new cars registered are nearly at pre-pandemic levels. Brian Cooke, director general of the SIMI, says he expects new car sales in total next year to be just under 120,000, indicating strong demand for new cars for 2022.

Nissan, Première, Dublin
As a public, mass-reach medium, Out of Home is ideal for both brand-building and new product launches and is used by the world’s most iconic car brands. It has also shown to be a highly cost-effective channel for the automotive category compared to other media. A global study, conducted by Kantar, shows how OOH is the most cost-effective media compared to its relative share of spend. The below table outlines how OOH has a significant impact on all brand metrics with only modest spend compared to other media like TV, making it comfortably the most cost-effective channel.
OOH’s unique blend of scale, location and creative impact means it drives all levels of metrics in the brand funnel, from awareness to consideration to conversion delivering cut-through for clients.
 

Sources: Kantar 2020, RTE 2021, SIMI 2021

This month’s close up is on…Luas

Despite recent challenging times, Luas has continued to provide a reliable and efficient transport option within the city. Dublin’s light rail network is a multi-format media opportunity with a variety of spaces available for brands to reach their audience both inside and outside of the trams and on the platforms at Luas stops.  Following a project to extend the trams on the green line, all 41 trams running from Cherrywood to Broombridge are now 25% longer, resulting in more space for brands to display their messages. This is particularly impactful in full and partial exterior tram wraps, an excellent example being the Luas tram centre for Guinness Storehouse WinterFest that is currently on-street…a festive and timely campaign on a uniquely Dublin format.
 
Guinness Store House, Luas Tram Centre

OOH Campaigns from around the world…

UK – UK's First Outdoor Ads for Colour-Blind People
A specialist eyewear brand has claimed to have launched the first ever outdoor ad campaign that is tailored specifically for colour-blind people. US brand EnChroma, which makes specialist glasses, launched posters on the Tube network in London during November to target 381,000 people in the capital who are affected by colour blindness. Further details of the campaign can be found here.


UK – BBC Sounds
BBC Sounds had a very LOUD and spectacular special build to promote the BBC Sounds app in London Victoria, Manchester Piccadilly and Birmingham New Street railway stations.

 

Lithuania – Lyginti
In Lithuanian, the word ‘Lyginti’ has two meanings: to compare and to iron. JCDecaux Lithuania and Fabula Rud Pedersen Group partnered to create this innovative campaign about equality, inviting people to iron clothes instead of comparing people's ethnicity when recruiting. A short video of the campaign can be seen here.

 

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