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Post-COVID, OOH has perfect opportunity to shine

How will OOH advertising play a role in the U.S. economy as the nation continues to emerge from the COVID-19 pandemic? That’s a question many industry experts are weighing, especially as businesses prepare for what should be a unique holiday season.

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October 26, 2021 by Kevin Damask — Editor, Digital Signage Today

How will OOH advertising play a role in U.S. commerce as the nation continues to emerge from the COVID-19 pandemic?

That's a question many industry experts are weighing, especially as businesses prepare for what should be a unique holiday season. Shoppers are likely to return to brick-and-mortar outlets after mostly staying home last year. OOH could play a crucial role in promoting sales and services as businesses prepare for a return to the holiday rush.

While many shoppers (hopefully) continue to get vaccinated and (hopefully) continue to wear masks, wash their hands and social distance in public, consumers, overall, are tired of the pandemic. They yearn to get out in the social world again. They are anxious to return to some sense of normalcy.

Intersection, an OOH media company, believes consumers and businesses are entering a state of "post-COVID revenge" and OOH promotion will help ignite this movement.

In an email to Digital Signage Today, Intersection noted that OOH has been vital throughout each stage of the pandemic by keeping people informed and safe — sharing updates on infection rates, directions to testing sites, vaccine availability, etc. — and will continue to be as valuable in our everyday lives following the pandemic, with OOH displays sharing info such as subway arrival and departure times. OOH producers have noticed urban markets have changed since the pandemic hit almost two years ago, as have consumer behaviors.

Intersection said cities had to change course after the pandemic hit to find alternative ways to reach residents. Many urban areas turned to OOH. For instance, in the early days of COVID, as grocery stores were getting bombarded with customers, OOH inform residents of the best times to shop to avoid crowds.

Nearly 70% of consumers in urban areas reported that they noticed OOH more than before the pandemic, based on research from Intersection.

With digital fatigue plaguing the masses, consumers began to spend more and more time outside, according to Intersection. Brands and businesses leveraged OOH to help bring shoppers back and return to a sense of normalcy. Facebook launched a Support Small Businesses campaign that funded free OOH ads near brick-and-mortar stores to drive local sales.

The "revenge" aspect can spark more interest in OOH ads as consumers are actively looking for fun activities. OOH companies see it as a chance for people to make up for lost time, bringing back activities they once enjoyed — and took for granted — such as shopping in-store, going to the movie theater, or watching live entertainment.

Sporting events have jumped on this opportunity, which makes sense. Not many other forms of entertainment can draw tens of thousands of paying spectators to packed stadiums. Major League Baseball was especially excited to welcome fans again after a suspended, mostly fan-less 60-game season in 2020.

This season, as fans flocked to see baseball return, companies such as DraftKings took advantage. At Chicago's Wrigley Field, the online sports betting company took over Addison station, on the city's Transit Authority Red Line commuter train, with an OOH blitz. The campaign not only promoted DraftKings' business, it also welcomed back fans to one of baseball's holy grails.

OOH can reach audiences in a non-invasive, non-skippable way unlike other media, according to Intersection. That drive should lead consumers back to stores in full force.

Editor's note: This blog was updated on Oct. 28 at 8 a.m. EST to reflect views from Intersection.

About Kevin Damask

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