As mobility remains stable, Brands see success from ‘Staying On’ (we 20th November 2020)

27th November

Last week (week ending 20th November) mobility decreased by 1 percentage point to deliver 67 mobility according to data from our mobile partner Three, versus the pre lockdown baseline of 100, as the nation continues to adjust to the new regulations.

Mobility in England decreased by -1.2 to 68, with a similar decrease in Scotland to deliver 75.8 mobility. Mobility in Wales increases by +3 points as they emerge from their stringent lockdown restrictions resulting in 49.1 mobility, which has the overall effect of reducing the national average.

The chart below shows the weekly mobility index from March to date, showcasing the effect of the latest restrictions, and also how this compares to mobility during the first lockdown in March

Mobility levels at a regional level have seen minor decreases, with average mobility decreases of around 1% in all regions with the exception of Wales.  Wales increased for the second week running (up +3 points to 49.1 mobility) with further increases in Ceredigion of +6.7 on top of the +31.5 increase this region saw the week prior.

London saw a minor decrease of 1 point to deliver 57 mobility, with the most significant changes in Haringey (-2.4%) and Enfield (-1.9%). For the second consecutive week, Inner London locations, home to large workplace hubs, see the smallest decreases in mobility. With boroughs with the highest number of workplaces such as City of London, Camden and Westminster experienced only a -0.6% decrease.

With further affirmations from the Prime Minister that the second lockdown will end on December 2nd and news of a 90% effective vaccine from Oxford university, the future is looking a little brighter as we enter into the final week of this lockdown.

Posterscope’s recent Mobility Mindset research (here) demonstrated that 70% of consumers are paying more attention to what is generally going on around them, 65% specifically in their local areas, town or city, making them value their out of home space more.  Whilst 64% of respondents stated that lockdown has made them realise the importance of their local high street, and 50% believe they have created a stronger emotional tie with their local community following Covid-19.  The Mobility Mindset research also highlighted that 89% of people stated they notice out of home advertising across any environment / format, and  45% find out of home advertising even more noticeable and feel even more positive towards it than before Covid-19, rising to 52% for 18-34s and 58% among Londoners. Furthermore, 40% said they feel even more favourable or positive towards brands that are currently using out of home than before the pandemic, and 66% of UK adults stated they would respond to an out of home ad of interest.

There is evidence of this heightened awareness and positivity translating into firm, tangible results.

A recent study ‘Staying On’ conducted between seven industry contributors including Posterscope, and endorsed by Outdoor body Outsmart, pooled the results from 65 OOH campaigns active between March and September.  The study reveals that advertisers who continued to invest in OOH during this time of uncertainty benefitted from a strong performance, including an average +51% shift in ad recall and increase of +16% for purchase intent. Further results showed a 51% increase in top of mind awareness and 3% increase in consideration. Studies which analysed effects on footfall showed an increase of over twice the audience visiting a store in a test and control environment.

We are continuing to see mobility levels 14% higher than during the March lockdown as we enter the final week of lockdown 2. With OOH more effective than ever in driving business results and over 1.5 Billion roadside impacts still on the market to reach consumers, OOH remains an integral part of media plans.