Summer Sojourn: Out-of-Home Marketing's Reign

Is This the Summer of OOH?

As the days grow longer and the sun shines brighter, the promise of summer beckons with its array of festivals, sporting events, and bustling shopping opportunities. Lucy Cutter, an expert at Kinetic (also known as GroupM OOH), insists that now is the opportune moment to highlight the prowess of out-of-home marketing to clients.

The Summer Spectacle Ahead

This summer is shaping up to be one for the books. From the prestigious courts of Wimbledon to the pulsating beats of Glastonbury, and the grand stage of the Olympics in Paris, to the thunderous cheers of the Men’s European Football Championships in Germany, and the climax of the Champions League final in London – the lineup is nothing short of spectacular.

With such an electrifying summer on the horizon, it's prime time to underscore the indispensable role of out-of-home (OOH) marketing in connecting with vast audiences in the physical world – precisely when they're most active, engaged, and in high spirits.

The Call of the Great Outdoors

Life beyond the confines of our homes constitutes an integral part of our daily rhythm. Insights from our Alfresco Life UK consumer survey reveal that 82% of individuals cherish their time spent out and about, attributing it to a boost in their mood. Moreover, a staggering 72% of respondents emphasize their preference for real-life experiences over virtual ones.

This resonates with contemporary trends indicating a collective shift, particularly among younger demographics, towards reducing screen time and embracing real-world engagements. Millennials, in particular, are prioritizing their health and exploring new hobbies, reflecting a desire for authentic experiences over digital ones.

Embracing Real-World Engagement

Whether it's breaking a sweat at the gym, savoring drinks with friends, immersing oneself in cultural events, or relishing a movie night out – people are increasingly drawn to real-world engagements that promise entertainment and social camaraderie. Hence, it's imperative for brands to embed themselves within these leisure and social environments, tapping into the innate human craving for connection and enjoyment.

The Resilience of Brick-and-Mortar

Despite economic fluctuations, the allure of in-store shopping remains robust, with 95% of individuals still engaging in weekly in-store visits. Fashion, in particular, witnesses 75% of its purchases made in physical stores, highlighting the enduring significance of tangible shopping experiences. Brands must actively target these consumers within shopping environments to harness the power of shared social experiences.

For online brands, establishing a tangible presence in the real world is pivotal for fostering trust and consideration, especially during challenging times. Out-of-home marketing emerges as a beacon of reliability, offering a tangible connection with consumers amidst uncertainty.

Seizing Opportunities Amidst Commuter Patterns

While commuting patterns have evolved post-pandemic, over 80% of individuals still commute to their workplaces at least three days a week. Even among remote workers, over 90% venture out of their homes during the working day.

Data from out-of-home providers Route reveals that approximately 50 million entries and exits are recorded weekly on the London Underground, with numbers witnessing a steady rise since 2023. Contrary to popular belief, commuting isn't confined to weekdays, with 17% of all journeys occurring on Fridays.

Rail travel also presents promising opportunities, with rail commuters surpassing pre-pandemic numbers in 2023. Consequently, out-of-home advertising within rail environments witnessed a 7% increase in audience impact.

In Conclusion

As life continues to unfold outside our doors, the realms of leisure, socializing, shopping, and travel serve as pivotal arenas for brands in 2024. Harnessing the power of out-of-home marketing, brands can captivate audiences in the moments that matter, forging authentic connections and leaving lasting impressions in the physical world. So, as we embrace the summer ahead, let us seize the opportunities it presents and embark on an unforgettable journey of engagement and growth.