It’s time to take a look outdoors

Isolation, the ‘LD’ word, torture, whatever you want to call it, has been a different experience for all, but it’s safe to say majority of us are probably ready to hit the roads, spend hours in traffic and return to that OLD, normal routine again…

The New Zealand media industry has been significantly impacted in one way or another, one of those that hasn’t been in the journalism spotlight is the Out of Home industry. OOH suppliers rely on traffic jams and inner city commuters to ensure our clients’ campaigns are seen in what some would argue are the most impactful environments available.

As hoffice (home office) set ups became the new norm as of Thursday 26^th March 2020, naturally this meant that cars on the road were far and few between, resulting in audience numbers plummeting like nothing ever experienced before. The Outdoor Media Association of NZ (OMANZ) released an Auckland based report that showed traffic numbers dropping as low as 23% of baseline traffic as the Lockdown came into force. This grew by +4% in volume over the 4 weeks of the Level 4 window, likely a reflection of people’s boredom driving them out of the house and on an adventure of sorts – but who knows?   

However, it was promising to see that on day one of Level 3, the amount of cars on the road increased to 57% (I just hope that social distancing was still top of peoples’ mind).

With a significant jump in out of home journeys giving a vital shot in the arm to the OOH industry, it’s fair to assume that the drop to Level 2 Lockdown from Thursday 14^th May will see traffic counts return to previous (normal) volumes and those clients that are quick will be able to grab hold of some sharp deals.

Across the OOH industry there are some great offers to be taken advantage of as the industry looks for support to jump start the second quarter sales, what can be expected is;

• Late, no risk cancellation periods to prompt booking and demonstration of interest
• Additional discounts based on forecast traffic volume and tiered levels of consumer movement @ 50% / 75% and 100% of monthly norms.

If OOH is often part of your channel mix or like many brands you’ve been out of market and out of your consumers’ minds for the last month or so, then this is a great way to rebuild presence with Kiwis as we launch into the winter months.