James Byrne, marketing manager, PML Group with this week’s Out \ Look on Out of Home.
Price-Based Ads Most Noticeable on OOH
The latest wave of our Creative Impact Study looks at the type of messaging that consumers are most aware of and most likely to notice on OOH advertising.
Almost every respondent (95%) among the sample of 300 agree that OOH ads that have a price or discount message on them are noticeable with almost three quarters (73%) believing those types of ads are very noticeable. This is highest among 16-24s, at 88%, the C2 social group, at 77%, and females at 77%.
Perhaps, given the tough economic circumstances many find themselves in at present, this is not a surprising stat, and nor the fact that the next best scoring ‘message type’ for noticeability is Value for Money, with 45% agreeing that these ads are very noticeable. The value for money messaging resonates most clearly with 35-44s, at 51% and Abs at 53%.
Messages around ethical and sustainable practices are also among the highest scoring creative types. Previous research we have conducted at PML Group points to consumers wanting to see brands include information about their sustainability practices and it appears from this study that those who do, will be noticed for it. Although this factor is common across age groups, females are more likely to be taking notice of such messaging, at 81% v 65% among males.
Many brands use OOH as a gateway to online and more and more offer consumers the opportunity to enter competitions, download vouchers, get sample product etc, particularly via devices such as QR codes. The chance to get instant rewards is enticing for consumers and makes these types of OOH ads highly noticeable. A whopping 87% of the sample of 300 Dubliners aged 16-54 agree that these ads are noticeable. This peaks at 93% among 25-34s.
The research was carried out by Ipsos, on behalf of PML Group. A chart of top lien results is below.
 Weekly Dublin Bus Journeys Surpass Three Million
In its latest transport bulletin, the CSO reports that for the in the week beginning 26th September there were:
- 3.1m Dublin Bus journeys +41% YoY
- 967k Luas journeys +75% YoY
Rail journeys (including Intercity and DART services) in the same week matched the number taken in the week beginning 2nd March 2020 (pre-COVID-19).
Over the same period car traffic volumes both in Dublin and regionally rose by 5% YoY.
The number of passengers in Dublin airport in September 2022 was twice that of September 2021 numbers, and 91% of the level seen in the same month in 2019.
 WATCH Quarterly Report
Last week in Out \ Look we published some details from our WATCH OOH Market Review for Q1-Q3 2022. The full report can be accessed below.
