Invest in OOH with Confidence
In light of the recent announcements from the Prime Minister regarding restrictions in England, it is worth bearing in mind the following:
- Schools and collages remain open and the school run will still happen. It is estimated that 35% of school age children (5-16) get to school by car, driven by a parent or immediate caregiver. Another 44% walk to school, of which the majority of primary school age children are accompanied by an adult. The school run has seen very little change since schools reopened in September, with figures showing that 88% of children were back in school for the start of term in September. This means parents and guardians are and will be still out on foot / in cars getting their kids to/from school and OOH remains an ideal channel to target parents while on the school run, a habitual journey with high frequency potential.
- Working from home: According to the ONS, only 30% of adults in the UK were exclusively working from home at the start of July, and that was before government advice (in August) to start returning to offices. This shows that for a significant proportion of the working population that WFH is not possible. In the peak of lockdown in April, the average working from home rate for the UK was 47% of the workforce, in London this increased to 58%. It is worth noting that nationally basis many industries cannot work from home effectively such as the service sector, education, and construction. OOH will still reach the many millions of commuters still travelling to workplaces. Using our mobility index (down to postal sector level) we will continue to flex OOH distribution to ensure campaigns target high indexing mobility locations for optimal reach and campaign delivery.
- The 10 pm hospitality curfew will have little impact on OOH delivery. 95% of Roadside OOH impacts are delivered between 5 am – 10 pm. Furthermore, impacts will continue to be delivered beyond 10 pm even with the new restrictions as people travel home and many industries doing shift work travel in night-time hours. OOH impacts will have negligible change, but we will continue to reconcile delivery post-campaign using our mobility index and deliver value for any under-delivered campaigns.
Last week’s (we 18th September) mobility index was 78.3%, according to data from our mobile partner Three, versus the pre lockdown baseline of 100. Interestingly, areas currently operating under lockdown restrictions such as Burnley, Wigan, Bolton, and Bury all reported a steady increase in mobility as people continue to conduct their daily routines, such as shopping, travelling to places of work and adjusting to their lives with lockdown restrictions, with Burnley hovering just below pre-COVID Mobility at 94.6%.
So now is still a good time to be using the OOH medium, and with flexible pricing reflecting audience delivery and cancellation regulations in place, advertisers can continue to invest with confidence.