10 THINGS TO CHANGE

OUT OF HOME IN 2021

RESET: WHY OOH IN 2021?
CHANGING AUDIENCE BEHAVIOURS

- Online shopping
- Wellbeing
DEVELOPMENT: DIGITAL OOH, ADTECH &
DATA
AGILE AND FLEXIBLE
TRUSTED BRANDING ENVIRONMENT
TV + OOH AS COMPLEMENTARY CHANNELS
OOH is a key broadcast medium to target
audiences like 16-34 who are less exposed
to tv advertising.  
THE RISE OF THE PUBLIC SCREEN AND HOW IT COMPLEMENTS
SOCIAL AD STRATEGIES
CREATIVE REVERSIONING
Adapting CREATIVE assets for
digital OOH
31% OF ADVERTISERS TO
PULL FACEBOOK
ADVERTISING AND 41%
UNDECIDED
 SPORTING
EVENTS
FA CUP FINAL OLYMPICS

A RETURN TO ACTIVITIES ACROSS 2021

15 t h May 23 r d Jul – 8 t h Aug
UEFA CHAMPIONS
LEAGUE ROYAL ASCOT
June 15 t h Aug

EURO 2020
11 t h Jun – 11 t h Jul

WIMBLEDON
28 t h Jun – 11 t h Jul
CULTURAL
MOMENTS
EASTER
2 n d – 5 t h Apr
RAMADAN
12 t h Apr

EID AL-FITR
13 t h Apr
CELEBRATIO
NS
EUROVISION READING & LEEDS
22 n d May FESTIVAL
27 t h – 29 t h Aug
DOWNLOAD FESTIVAL
4 t h – 6 t h Jun

GLASTONBURY
23 r d – 27 t h Jun

LONDON PRIDE
26 t h Jun

NOTTING HILL CARNIVAL

29 t h – 31 s t Aug

RETAIL
FATHER’S DAY
20 t h Jun

BACK TO SCHOOL
3 r d Sept

LONDON FASHION WEEK

17 t h – 21 s t Sept
SUSTAINABILITY & A PLATFORM FOR GOOD

• 18% Higher ROI, from companies with a sustainable core

• 70% Will pay up to 35% premium on average for sustainable products
• 80% Of companies that adopt a sustainable plan, see an increase in their share price.
RESILIENCE AND EFFECTIVENESS
2020 CAMPAIGNS THAT WORKED

An Out of Home industry collaboration pooling the

results from 65 campaigns between March and
September 2020, reveals that advertisers who
continued to invest in Out of Home benefitted from
strong performance including an average +51%
shift in ad recall and increase of +16% for purchase
intent. The results are so strong that even
comparing these figures to those we observed pre-
lockdown shows that effectiveness of Out of Home
campaigns has not diminished over the period,
reflecting the return of significant audiences to high
streets, shopping centres and roadside across the
summer.
NARRATIVE – 10 THINGS TO CHANGE OOH IN 2021
• Following the testing environment of 2020, OOH has fully adapted to the challenges of reaching consumers on
the move. Audiences have shifted rather than disappeared and have shown an appetite for social mobility that
will continue into 2021. Strong development factors in digital OOH inventory, audience data, automation and
effectiveness leaves OOH well placed to reach consumers at scale and with full flexibility in the trusted,
broadcast and relevant context of the public space.
• Reset: Out of Home will bounce back stronger in 2021. As we reset, some of the key characteristics of the
channel – broadcast, audience growth, a trusted medium for brands seeking to be trusted by consumers, a fully
flexible approach to reaching audiences paying only for those impacts delivered and using OOH as a
complementary channel to reach young audiences – will be crucial in finding audiences out of home and
adapting to their changing behaviours.
• Changing Audience Behaviours: 2020 has seen changing audience behaviours; we are shopping more in our
community and online, but we are also maintaining travel activities. We will come into 2021 keen to socialise
more with friends and families, go out and do more, whilst altering some of the core elements of our lifestyle,
to gear around wellbeing, the environment and the workplace.
• Development: Out of Home was very well equipped to adapt to the huge consumer mobility change in 2020.
The explosion in digital OOH development, particularly around local community and roadside complements
OOH’s ability to reach people in city centres, transport and shopping environments. We have used robust and
accurate device data through our Ada platform to apply accurate audience measurement to location and region
across the year; Route will adapt industry measures to this approach, whilst the development and use of
automation platforms like Atlas has enabled a smooth transition to digital buying strategies.
• Agile and flexible: We have applied real agility and flexibility as an industry to deliver client advertising
campaigns to audiences changing their behaviours. Digital OOH, data technology and smarter as standard
buying strategies will continue to deliver audience reach and impact that finds and targets the right audiences
out of home.
• A Trusted Branding environment: Brands need recovery in 2021 and OOH is a broadcast solution that can reach
targeted, behavioural and mass audiences, complementing other key channels. Digital OOH reaches more than
80% of the UK every week, but importantly helps brands convey messages in a public space where they can
deliver core brand engagement and a degree of trust not always matched in other environments. With Brexit
upon us, it is another reason for trusted brand and communication clarity to mass audiences much needed in
the current economic and social environment.
• Supporting TV as complementary channels: TV has enjoyed more success in 2020 as people have spent more
time under restrictions. But younger audiences remain hard to reach and OOH targets and delivers light TV
audiences nationally and in London to augment commercial TV ad delivery. Younger audiences are using TV
streaming more, with significant additional viewing to networks such as Netflix and Disney now affecting more
family and niche audience viewing. Digital OOH can ensure TV ad content is near-replicated in OOH.
• The rise of the public screen and how it complements social ad strategies: JCDecaux published its P2+C=5
initiative in 2020 highlighting the importance of the public screen working alongside private screen
communication using social channels. Evidence is increasing that brands can influence key brand metrics using
reversioned full motion creative, whilst brand safety and accountability issues remain around social media ad
strategies. OOH is proven to work alongside this channel to reach audiences and influence outcomes.
• A Return to Activities: 2021 will see a significant return to audiences participating and experiencing cultural,
sporting and retail events. The Olympics, the Euros, a return to safe crowd participation will significantly
mobilise audiences seeking experiences. Meanwhile, cultural celebrations and festivals will resume in safe
environments bringing the return of opportunities for brands to associate with a range of activities and bring
retail experiences back to life.
• Sustainability and a Platform for Good: From media owner initiatives like Clear Channel’s sustainable bus
shelters, to brands advertising on sustainable OOH formats, from a living billboard to pollution-absorbing paint,
sustainability and responsibility will reach new levels of significance in 2021. We have already seen a higher
advertising ROI for companies utilising social and responsible messaging. 70% of consumers will pay up to a
35% premium on average for sustainable products, whilst 80% of companies that adopt a sustainable plan see
an increase in their share price.
• Resilience and Effectiveness: Brand, Government and cause-led marketing success in 2020 came from brave,
smart and flexible use of OOH. Many big brands returned to the channel to communicate contextual and
reassurance messaging in the knowledge that audiences were still on the move – on roadside, in retail
environments and across the digital OOH estate. The industry has shown resilience and success in delivering a
+51% shift in ad recall and increase of +16% for purchase intent among advertisers who continued to invest in
Out of Home across 2020.