Technology

Post-COVID, OOH has perfect opportunity to shine in retail

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 retailers prepare for what should be a unique holiday season.

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November 5, 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 retailers 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.

Eddie Kraft, senior account supervisor at Gregory FCA, a public relations firm, believes consumers and businesses are entering a state of "post-COVID revenge" and OOH promotion will help ignite this movement.

"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," Kraft said in an email to Digital Signage Today. "Cities have changed over the past two years and in turn have driven new consumer behaviors."

Kraft, whose company represents OOH industry players like 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 crowded stores.

Kraft said nearly 70% of consumers in urban areas reported that they noticed OOH more than before the pandemic.

"With digital fatigue plaguing the masses, consumers began to spend more and more time outside," Kraft said. "Brands and businesses subsequently utilized OOH to welcome consumers back to a semblance of normalcy, with Facebook launching 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. Kraft sees 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 type of media," said Kraft, "leading the charge as consumers spend with a vengeance."

About Kevin Damask

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