Whether it’s crowds at open-air concerts and festivals or friends enjoying sunny spells in beer gardens, there are countless opportunities for brands to connect with large out of home audiences this summer.
61% of adults recall seeing a classic outdoor ad in the past week.
Source: Republic of Ireland TGI-2025r1-© Kantar
Capturing Concert Crowds
Festival-goers are highly engaged and constantly on the move. According to Fáilte Ireland, 28% of Irish residents attended a concert over the summer months last year. OOH provides an opportunity to build excitement for gigs and festivals with a broadcast campaign in the run up to the events or at strategic locations close to venues, capturing audiences at key touchpoints.. In this way, brands become part of the live-music experience and can create highly targeted campaigns.
One to Watch:
Electric Picnic returns to its usual end-of-summer slot this year, from August 29th-31st. 2024 was the largest in the festival’s history. Capacity grew from 70,000 in 2023 to 75,000 in 2024. This year, capacity has increased once again as organisers have said they will be welcoming 80,000 people to the 600-acre Stradbally Estate in Co Laois.
Source: Irish Times
Socialising and Spontaneous Moments
OOH not only informs but also inspires immediate action, driving foot traffic to hospitality and leisure venues. When the sun comes out OOH can be a key driving factor to encourage people to seize the moment.
Garden Parties and BBQ Culture
With summer being the prime barbecue season, planning OOH near supermarkets and residential areas can effectively reach consumers when they are planning get-togethers.
33% of people who notice billboards or DOOH like to barbecue as often as possible.
Source: Republic of Ireland TGI-2025r1-© Kantar
DIY and Outdoor Living
The longer days and warmer (although not always dry!) weather during the summer months tend to encourage garden makeovers and patio upgrades. OOH can position your brand as the go-to source for inspiration and supplies.
OOH audiences are 22% more likely to have purchased outdoor furniture in the past 12 months.
Source: Republic of Ireland TGI-2025r1-© Kantar
On the Move
At this time of year the number of people taking short breaks or longer staycations within Ireland increases. Fáilte Ireland estimates that almost half of all Irish residents intend to take break within the Republic of Ireland in 2025. Sporting and cultural events are a key driver for tourism, such as the 153rd Open Championship which is returning to Portrush Golf Club this year (July 13th – 20th) and will attract visitors from all over the world to Northern Ireland. Out of Home is perfectly placed to target people as they make their way around the country.
Sources: CSO Inbound Tourism / Fáilte Ireland / Irish Times / JCDecaux Panel Profiler
This summer, make every outdoor moment count by meeting audiences where they are open to engagement, capturing their attention and driving action.
