The Outdoor Media Association (OMA) has launched a joint industry campaign, Spring into Out of Home, celebrating the return of people to outdoor spaces and places.
Based on mobility and consumer sentiment data, the an optimistic and hopeful campaign provides statistics on how people are returning as lockdown restrictions are lifted.
The data includes the increase in traffic – returning to 89% of normal levels, and the increase in visits to shopping centres – up to 93% of normal levels.
The campaign also includes statistics which show that in New South Wales people are out and about at 85% of normal levels, while people in South Australia are at 90%, Western Australia at 95%, and Queensland is almost back to normal at 98%.
And consumer sentiment surveys show that four in five Australians agree that they generally feel happier to be out and about now, compared to before the COVID-19 pandemic; 83% say they intend to visit a café, pub, or venue; and 58% say they intend to take road trips. Consumer confidence is now at a two year high, jumping 11.9% in October.
“As the weather warms for spring, and COVID safety restrictions are slowly lifted, people are eager to get outside and start creating their new normal," says OMA CEO Charmaine Moldrich.
"We don’t know what that looks like just yet, but the data tells us that people are keen to travel, be in open spaces, and return to their CBDs.
“Spring into Out of Home is our celebration in the simple pleasure that we are back out and about together, it is an optimistic and hopeful campaign. We want to remind advertisers that Out of Home is an effective mass reach channel, delivering audiences for their products and services."
“While we are not completely out of the woods yet, it is heartening to see our members coming together to launch this campaign, in what has been a difficult year for our industry."
Participating OMA members: BIG Outdoor, Bishopp Outdoor Advertising, goa, JCDecaux, oOh!media, and QMS Media.
The Spring into Out of Home campaign will run across digital signs nationwide in October and November.
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