There is growing evidence from round the world - from Geopath in the US and also including Canada, Ireland and the UK - that traffic levels have begun to recover as countries prepare to exit the Covid-19 lockdown.
Geopath’s Kym Frank told the meeting that new research in the US showed, not only recovering traffic levels but, crucially, OOH impressions at a higher level than expected. Traffic and distance travelled derived from other sources including Apple and Google, was not a proxy for impressions.
Sweden, where the Covid-19 lockdown is largely voluntary, is expecting a gradual return to normality in OOH revenues. Mats Ronne of Outdoor Impact said he expected revenues to reach 75 per cent of normal by Q3 2020, 100 per cent by the start of 2021, assuming that there is a gradual return to normal working and travel behaviours in the second half of the year. OOH revenue in Sweden through media agencies was down 48 per cent in April, roughly in line with the 45 per cent decrease through media agencies across the whole media market.
In other countries revenue expectations are lagging traffic recovery as some major advertisers, instanced in a recent World Federation of Advertisers (WFA) survey, were postponing campaigns for six months.
Tim Lumb of the UK’s Outsmart said the UK Advertising Association, which represents advertisers, agencies and media owners, was pushing the Government for tax credits for advertisers, not just to help the advertising industry but to stimulate the economy as a whole.
WOO President Tom Goddard concluded by saying the Organization would try to collate improving traffic and impression levels to build the strongest case for agencies and advertisers.
Goddard said: “there is a growing amount of good news out there and it’s our task to gather all such information - despite differences in methodology - to show that OOH globally is still functioning and functioning well - and well on the road to recovery.”
There is growing evidence from round the world - from Geopath in the US and also including Canada, Ireland and the UK - that traffic levels have begun to recover as countries prepare to exit the Covid-19 lockdown.
Geopath’s Kym Frank told the meeting that new research in the US showed, not only recovering traffic levels but, crucially, OOH impressions at a higher level than expected. Traffic and distance travelled derived from other sources including Apple and Google, was not a proxy for impressions.
Sweden, where the Covid-19 lockdown is largely voluntary, is expecting a gradual return to normality in OOH revenues. Mats Ronne of Outdoor Impact said he expected revenues to reach 75 per cent of normal by Q3 2020, 100 per cent by the start of 2021, assuming that there is a gradual return to normal working and travel behaviours in the second half of the year. OOH revenue in Sweden through media agencies was down 48 per cent in April, roughly in line with the 45 per cent decrease through media agencies across the whole media market.
In other countries revenue expectations are lagging traffic recovery as some major advertisers, instanced in a recent World Federation of Advertisers (WFA) survey, were postponing campaigns for six months.
Tim Lumb of the UK’s Outsmart said the UK Advertising Association, which represents advertisers, agencies and media owners, was pushing the Government for tax credits for advertisers, not just to help the advertising industry but to stimulate the economy as a whole.
WOO President Tom Goddard concluded by saying the Organization would try to collate improving traffic and impression levels to build the strongest case for agencies and advertisers.
Goddard said: “there is a growing amount of good news out there and it’s our task to gather all such information - despite differences in methodology - to show that OOH globally is still functioning and functioning well - and well on the road to recovery.”
