COVID-19 has reduced OOH audiences by 50%: Ooh Media
Out-of home giant Ooh Media has revealed COVID-19 restrictions have reduced the daily audience of OOH advertisements by over 50% locally and across the globe.
It signalled, however, that it believes the bounce back will be swift, once government policies change.
Ooh Media’s calendar year has been challenged
The outdoor company noted bookings for this quarter (April to June) have largely been moved to later in the calendar year, and there were limited new advertiser actions in April, with the exception of government campaigns.
Is that right? Only 50%?
I don’t think it’s true that 50% of Aussies are still moving about and seeing billboards as before. Much fewer.
When you consider that oOh! has assets in retail centres as well as live roadside panels, 50% actually seems conservative. People are making on average +20% more trips in their local area and spend in retail is still up, versus what is was pre-COVID. People are leaving the house to shop for essential items twice a week, with 10% leaving the house once a day – it’s pretty much the best reason people have to be out of home at the moment. They are also leaving to go for walks/runs/bike rides at which time they would see both live roadside panels and billboards.
I know this could be a wild guess, but I suspect that Ooh media have data sources which led to their “over 50%” number.
I also suspect that your response is based on opinion. Everyone can have an opinion. Not everyone has the data access to have an informed opinion. (And no, I also have no data to help with an informed opinion.)