In a new COVID-19 world, what do consumers think, feel and do with regards to the OOH space? And what is their perception of brands currently using OOH? We aimed to find. “The Mobility Mindset”, a new research study conducted by Posterscope, has revealed that almost two-thirds of people are feeling more appreciative of their local community and have a heightened emotional connection to their out of home environment since the pandemic, and this is having a “knock on” effect on noticeability and positivity towards OOH advertising. Research was conducted by Dipsticks Research Group using its online panel, Panelbase, amongst 1,025 nationally representative adults aged 18-55. Fieldwork took place from Thursday 24th to Sunday 27th September, directly after the new national measures were introduced on September 24th.

1. P O S T E R S C O P E # N O W N E A R N E X T
THE MOBILITY
MINDSET
In a new COVID-19 world, what do consumers
think, feel and do with regards to the OOH space?
What is their perception of brands currently using
OOH. We aimed to find out*.
*(The Mobility Mindset used bespoke Dipsticks research conducted during 24-27th Sept, with an online panel of
1,025 adults aged between 18-55)
3 KEY AREAS
BEHAVIOUR CHANGE
EMOTIONAL CONNECTION
WITH THE OOH SPACE
PERCEPTIONS TOWARDS OOH
AND THE BRANDS WHO USE IT
Focusses on the 4 areas of Travel,
Working from Home (WFH), Retail,
and Leisure. WFH has significantly
increased, yet the majority still go to
their workplace and most retail
spend still occurs in store.
6 in 10
went to their
workplace
during
lockdown
Lockdown and increased time at
home has made people more
appreciative of the outdoor space
and their local communities,
resulting in a positive 'knock on'
effect for both noticeability of and
positivity towards OOH advertising
45% of people
have taken
action after
seeing OOH in
the past month
40% of people
are more
confident of
brands active
on OOH in the
current climate
Consumers are feeling more positive
about brands currently using OOH,
as they instil confidence, familiarity
and drive an emotional connection
with consumers in their local
community.

2. 58% 36% 44%CAR
25% 9% 14%TRAIN
23% 12% 14%BUS/ TAXI
25% 18% 25%WALKING
Pre
COVID-19
During lockdown
(Mar-May)
Since lockdown/
Now
METHOD OF
COMMUTE
63%
miss being in the
usual place of work
and spending time
with colleagues
83%
would like to find a
new balance of
WFH and going to
the office
BEHAVIOUR CHANGE
Travel to work was affected by lockdown, but the
majority still communted and this is on the rise.
56%
miss having a bit of
me time on the
commute
TRAVEL AND WORKING FROM HOME
PEOPLE MISS UNRESTRICTED ACCESS TO
LEISURE ACTIVITIES...
6 in 106 in 10 Commuted to work (2+ days) during
national lockdown (March-May)
Commuted to work (2+days) in
September
HOWEVER
RETAIL AND LEISURE
Online’s share of Retail has significantly increased,
but by far the majority of retail is still in store. Both
proximity to store and broadcast OOH is still vital.
8 IN 10
people continue
to shop for
groceries in
supermarkets
16%
of people did all
their grocery
shopping online
during lockdown
vs 8% previously
TWO THIRDS
of people do at
least half their
non-grocery
shopping
in store
82%
going on
day trips
62%
going to
the cinema
58%
going to
live events
70%
Travelling
abroad
72%
Browsing the
high street/malls
BUT PEOPLE ARE QUICK TO RETURN, WITH
AVERAGE PARTICIPATION ACROSS 22 LEISURE
SECTORS INCREASING FROM 12% DURING
LOCKDOWN TO 27% IN SEPTEMBER
People working from home increased THREEFOLD and
of those newly working from home...
ANY TRAVEL 91% 59% 72%
13% 38% 39%WFH 2+ DAYS
7 in 107 in 10

3. EMOTIONAL CONNECTION
WITH THE OOH SPACE
OOH HAS INCREASED ITS LEVEL OF
ATTENTION
PEOPLE HAVE A HEIGHTENED LEVEL
OF POSITIVITY WITH THE OOH SPACE
AND THEIR LOCAL COMMUNITY
ATTENTION ASSERTIVE
I PAY MORE
ATTENTION TO
WHAT'S GOING ON
AROUND ME
70%70% 58%58%
I FEEL MORE
POSITIVE NOW I'M
SPENDING MORE
TIME OUTDOORS
APPRECIATION ACCOUNTABLE
72%72% 59%59%
I WON'T TAKE FOR
GRANTED ACTIVITIES
IN OOH LOCATIONS
FOR A LONG TIME
FEEL RESPONSIBLE
TO SPEND MONEY
TO SUPPORT LOCAL
BUSINESSES
Posters/ screens are an important noticeboard for new
information
51%
Some locations are less
busy than they used to be
and this makes outdoor
adverts more visible
49%
I'm more aware of
outdoor advertising in
some locations where you
queue to follow social
distancing guidelines
45%
I now pay more attention
to my immediate
surroundings, so posters
and screens near me are
now more apparent
39%
I'm interested in what brands have to say when
advertising in OOH locations
49%
Outdoor advertising revenue gives money back to
local councils, which is now more important than ever
56%
I notice outdoor advertising more now in my local
community / town / city
56%
INFORMATION
INTEREST
FORCE FOR GOOD
COMMUNITY
VISIBILITY

4. PERCEPTION OF BRANDS
CURRENTLY USING OOH
PEOPLE FEEL MORE POSITIVE ABOUT
BRANDS CURRENTLY USING OOH
OOH IS DRIVING MORE RESPONSE
THAN EVER, ESPECIALLY ONLINE
50%
PRE COVID-19
51%
34%
28%
Consideration
Research Online
Interacted
45% HAVE RESPONDED TO AN OOH AD IN THE LAST MONTH
Word of Mouth
Purchased Online 27%
NOW
49%
55%
37%
31%
31%
ACTION
Purchased in Store 26% 24%
Consideration
29%29%29%
Purchased
13%13%13%
Online
29%29%29%
Word of
Mouth
14%14%14%
Interacted
19%19%19%
ACTION LIKELY TO BE TAKEN AFTER
SEEING AN OOH AD OF INTEREST
49%
Think outdoor advertising
is simple and 'to the
point' which is important
during confusing times
40%
Have more confidence in
brands currently using
outdoor advertising as it
shows proactivity during
turbulent times
42%
Think more favourably of
brands who use outdoor
advertising, as it
demonstrates they are
'getting back to normal'
43%
Believe that brands who
are currently using OOH
are more established and
trustworthy
42%
Feel that outdoor
advertising is part of the
everyday fabric of their
town/city and that brands
who use it feel more
familiar
49%
Feel more favourably
towards advertisers that
make the effort to tailor
their messaging to the
local community/ city
PEOPLE WANT TO SUPPORT THE
ECONOMY AND LOCAL BUSINESSES
Feel a
responsibility to
keep spending
money to support
the UK economy
52%52%
Feel responsible
to keep spending
money to support
local businesses
where they live
59%59%
Feel responsible to
to keep spending
to support
businesses
where they work
if visiting
workspaces
56%56%