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Retail Intelligence

Advertisers Urged To Take Marketing Out Of Home

By Donna Ahern
Advertisers Urged To Take Marketing Out Of Home

Advertisers have been advised to consider Out Of Home (OHH) to engage with consumers, in the latest edition of PML Group's Engage. It appears that most brand managers are incorporating online marketing, emails and social media into their marketing mix, but there has been a rise recently in outdoor advertising.

This means that advertisers can reach a passive audiences, as opposed to online marketing through the clusters of brands vying for the consumers attention at the same time.

According to Catherine Monsoon, CEO, Signwave/Fastsigns International. “This in itself presents new opportunities. In an age where people are being smothered with digital discourse, just by thinking outside the box (and in fact, simply outside) you can cut through the clutter and steal the limelight in interesting and visually exciting ways. There in lies the irony. Communicating with customers through the internet and their digital devices is so easy and effective, everyone is doing it and as a result traditional channels can be used to grab the attention of audiences experiencing digital content overload.”

In a survey conducted in 2013, the findings show that “84% noticed advertising on static billboards, digital billboards, sides of public buses, bus shelters, taxi cabs, commuter rails or any street level advertising such as kiosks or newspaper stand.” This is a testament to the fact that outside advertising works.

For those who are afraid to shy away from their digital dependency, she suggested considering running an advertising plan, across multi-platforms to unsure engagement with the passive market. Monsoon said: “Of course, you can also utilise digital channels outdoors. Many retail stores and event organisers, for example, are using the space outside their doors to let potential customers interact with their brand, encouraging passers-by to enter the world of the brand, and hopefully, enter the store as well.”


The PML Group conducted a survey recently on Out Of Home (OOH) advertising and the top four recalled campaigns are as follows:

1st  McDonald's Eurosaver, 2nd - Lidl Ladies GAA, 3rd - Hop House 13, 4th - KFC - O’Sanders Burger

The top rated design on OHH

1st - Cadbury Roses, 2nd - Garda Síochána, 3rd - Nestlé Kit Kat Chunky, 4th - Aer Lingus

September on Out of Home


September was a busy month for the finance and the retail sector on Out of Home. Finance was the highest spending category with a market share of 11.6%. Retail Outlets wasn’t too far behind, as was the second highest spender at 10.3%

According to Amy Burke, Marketing Executive, PML Group “Supermarkets were very active on OOH, with Lidl, Aldi, SuperValu and Tesco all running Outdoor campaigns. Tesco specifically advertised its F&F range. Convenience Stores were also active in September. Centra ran an extensive Outdoor campaign as part of its new brand positioning and combined with its advertising for SuperValu, Musgrave Group was one of the highest spending advertisers for the month.”

Confectionery & Snacking was the third biggest category. Beers & Ciders was the fourth highest spending category on OOH in September. While Diageo and AIB Group were the top two advertisers for September, National Lottery completed the top three advertisers for the month.

© 2016 - Checkout Magazine by Donna Ahern

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