Out of Home marketing agency PML Group has published new market data in its latest Posterwatch report which shows that Diageo, AIB and McDonald’s are the three most active advertisers on Out of Home media in the first half of 2019.
In addition to market figures, the report also focuses on trends and highlights from cycle 1-13. These include product innovation in the non-alcohol beer sector, with brands such as Pure Brew and Heineken 0.0 accounting for more than 10% the beer sector’s display in H1.
Other new and growing categories are also emerging on OOH. Food app brands including Deliveroo and Just Eat have delivered triple digit growth in 2019. Significant product launches on the medium in H1 included Nuii Ice Cream and Nestlé’s yes! bar. Brand building campaigns such as Bank of Ireland’s ‘Begin’ and Cadbury’s ‘Emoji’ work have a natural home in Outdoor’s real world setting. According to PML Group, all these developments point to OOH’s ability to build long term effectiveness for brands and to aid shorter term activation in relevant environments.
The agency also highlights how smart brands are complementing Classic OOH formats with innovative pieces such as Carlsberg’s living billboard or McDonalds’ weather and location-triggered Dynamic creative to deliver truly sophisticated OOH mass marketing campaigns.
Retail is identified as the number one category in H1, followed by Finance and Beers. Significantly the report also shows Digital’s share of OOH now stands at 22%.
According to Geoff Lyons, managing director, PML Group: ‘2019 has been an exciting year so far and we’ve seen some stunning work around the country. It’s hugely encouraging to see new categories emerge and less frequent advertisers or lapsed brands reignite their interest in OOH. We’re still only scratching the surface of the creative and display potential our medium can offer.
“OOH’s ability to deliver sophisticated mass marketing solutions is now better than ever and we actively want to encourage our clients to test us and push the boundaries and capabilities the medium can deliver. Only a very small fraction of campaigns, both globally and locally here in Ireland, are utitilsing dynamic functionality. The time is now to make OOH work even harder for brands and deliver on its promise of marketing effectiveness. As they say sport, it’s a game of two halves and H2 promises to be even more exciting and challenging.’
