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Repositioning brands in a new world

Repositioning brands in a new world

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Ollie Deane, director of commercial outdoor at Global, shares his positivity for the future of outdoor advertising and explains the future of audio and OOH as an integrated offer

As an outdoor media business, how have you been affected by coronavirus and how have you adapted?

The impact of coronavirus has affected where we work, how we live, shop, mobilise, socialise and exercise – inevitably the change in prioritisation of advertising spend has challenged us. However, as we have navigated through the unknown, we have turned our focus to helping our customers adapt and respond effectively to the new normal.

When the pandemic hit, we began tracking the mood of the nation to understand how our behaviours and habits were evolving. Since March, we have spoken to over 8,400 people with our research partner, Dynata. The research enabled us to summarise how people were thinking, feeling and behaving, week on week. The findings provided fascinating insight for brands looking to strike the right tone and engage with people on a deeper level during a difficult time.

Our research reported that people were seeking normality again and around 1 July we were missing the simple things like catching up with a loved one over coffee. This exclusive information gives brands actionable insight to ignite familiarity and re-connect with audiences. McDonalds’ ‘Fry Pinching is Back’ OOH campaign is an example of how brands are signalling that life is cautiously returning to normal.

As restrictions have gradually relaxed across the UK, we have discovered which areas are thriving in the new normal. Our unique access to anonymous volumetric data through Accuweather delivers granular insight which advertisers can use to ensure that their Outdoor ads achieve maximum exposure.

Have there been any additional difficulties as a recently merged business?

Whilst we have certainly faced challenges merging four major media businesses into one, at the pace we did, we had consolidated our integration before coronavirus hit. Therefore, I think we have would have faced challenges regardless of the merger.

In fact, one key area of focus has been our ‘Think Bigger’ campaign with promotes our new Roadside Large Format estate. This is a unique offering to advertisers as it was the only medium which did not sit under one of the legacy media owners in its entirety.

This new package provides brands with a much larger reach and higher impact through large digital outdoor frames in key locations, such as Hammersmith Towers. So far, we’ve received a fantastic response from advertisers who are truly excited about harnessing the power of the billboard.

Do you still feel positive about the future of outdoor advertising?

Of course. The Outdoor industry has responded quickly to adverse challenges and has shown flexibility around cancellation terms. And whilst commuting numbers are down, footfall is higher in residential areas.

Another strength of Outdoor media is the un-skippable environment that it provides. New research from Reuters and the University of Oxford revealed that between 20 and 25% of people are actively avoiding the news, and 77% of those said that they avoided the news on TV. This coupled with findings from the IAB, reporting that almost one quarter of online adults use ad blockers, further highlight the strength of Outdoor media. In fact, Outdoor sites have become the Government’s noticeboard for sharing important messages at a time when mass awareness is crucial.

We also know that cutting advertising budgets in a downturn will only help to defend profits in the short-term. Neilsen suggests that brands that go ‘totally dark’ for the rest of the year could face revenue declines of up to 11% in 2021. As consumer confidence bounces back, Outdoor advertising is one of the most powerful ways to grow a brand in an un-skippable and trusted environment.

With DAX you’ve seemingly begun a process to bring audio and OOH closer together – what is the future of audio and OOH as an integrated offer to advertisers?

At Global, we are working with leading brands to bring Audio and Outdoor together and drive campaign success – our recent synced campaign for BMW’s Plug-in Hybrid range, delivered drivers an audio ad as they passed Outdoor sites displaying the campaign imagery.

However, the primary aim of DAX is to make Outdoor advertising more accessible to clients, enabling advertisers to make decisions on their ad spend in a real time manner, in line with other programmatic expenditure. Looking forward, DAX will give advertisers the ability to buy Audio and Outdoor in a single programmatic buy.

What else do you have planned for the future of digital OOH?

As we continue building our digital portfolio, we will be focusing on innovation and working alongside brands to showcase the power of digital Outdoor.

We see so many brands using DOOH in the same way that they have traditionally used classic Outdoor. Whilst classic Outdoor has its own unique role, brands are not yet using DOOH its full potential.

With DAX, advertisers have near real-time flexibility and control of their DOOH – by the time an advertiser wins a bid, their ad can be live within one hour. This enables brands to strategically tap into cultural moments. The integration of Outdoor inventory into DAX not only makes DOOH widely accessible but also allows advertisers to target, pace and track their campaign performance, which will be even more pertinent on a post coronavirus business plan.

What is the most exciting thing about OOH for advertisers at this time?

I’m been impressed by the variety of brands bouncing back with tailored messages highlighting how they’ve adapted to the crisis. In particular, Eurotunnel’s large-format creative communicates how staying in your car is the safest way to travel across the channel. Whilst Google Cloud’s ‘Let Get Solving’ campaign highlights different ways that the platform is being used to solve business challenges like helping teams stay connected.

Creatively, Outdoor advertising remains a brilliant canvas and many advertisers are creatively using the medium to reposition brands in a new world.

What are your plans to return to growth as we return to a new normal? 

We are always excited to work with our clients and advertisers to produce creative, thought provoking campaigns. We will continue investing in our large format digital estate and create further opportunities for brands to reach audiences at scale. We are also focused on developing trading systems that support better connectivity with Outdoor specialist agencies. Finally, we are enhancing DAX to give advertisers more immediate and flexible access to Outdoor inventory.

This article was updated on 11/08/2020 to address an inaccuracy

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