Unleashing Creative Potential: Free OOH Design Tips
The Project X Newsletter: Volume XXX
C’mon vaccines. Do yo thang! I am itching for a “real” vacation. It’s been over 12 months since the real thing. I’ll take a three-day weekend out of state (maybe even in-state), just something other than being home All. The. Time. I mean, I get out to the grocery store and drug store, pick up lunch a few times per week, and go to a local brewery to pick up “supplies” (they make great pizza). So I guess I’m not home ALL the time, I do get out a bit, but you know what I mean…
While more and more Americans seem to be doing the same these days, the increasing number of consumers out and about is extremely encouraging to see. In fact, according to apple mobility data we’ve essentially leveled out compared to pre-covid numbers when it comes to driving and walking, which as of today are +16% and +8% from the 2019 baseline respectively (source: https://covid19.apple.com/mobility). While consumers continue to remain cautious about mass transit (-46% from the 2019 baseline), they are leaving their homes and building new daily routines.
And speaking of daily routines, who doesn’t love a new, fresh, orderly schedule? Since it’s still winter in this part of the world and we are not out of Q1 yet, why not bring back something we have all definitely tried over the past 12 months, creating a new daily routine! This article from The Spruce really shows how to set the tone for forming great habits.
Market Update: New York, NY
As we turn the calendar to March next week, it’s important we start to check-in on major markets around the country, providing insights into the state of affairs, and how current restrictions potentially affect consumer mobility and out-of-home consumption. Focusing on New York, NY for this week’s spotlight, we’ve seen some major changes over the past month, which many believe is the first step in the long road back to “normalcy”.
The first positive sign is that the daily change in reported infections has continued to decline, hitting the lowest level since December 2nd. This comes on the heels of the reopening of indoor dining, which had been paused since mid-December, allowing establishments to resume at 25% capacity on February 12th, while outdoor dining continues with restaurants and bars building ad hoc structures. Tent enclosures and heating are being used over the winter, but bars and restaurants still must close by 11 p.m, much earlier than inhabitants of the “city that never sleeps” are used to. Movie theaters remain closed in the city until March (open in other parts of the state), but museums are open with mandated timed reservations, in a bid to comply with lower capacity rules. MoMA, the Museum of Natural History, and the Whitney are all operating a policy of pre-bought tickets only, with visitors requiring temperature checks on arrival. Gyms and fitness centers can run at 33% capacity, area ski resorts are open and retail stores, malls, and personal care businesses continue to operate at 50% volume.
Now, how do these recent changes affect consumer traffic patterns, and how you should be thinking about out-of-home planning? The biggest facts remain consistent; mass transit and air travel, while slowly increasing, are still close to 50% or lower than pre-covid numbers. These are not likely to change until vaccines are widely distributed and we begin to get closer to that magical concept of “herd immunity”. However, vehicular traffic remains steady in NYC if not elevated, and so roadside bulletins, posters, and other large-format signage are an effective way to reach a given audience throughout surface streets & highways across the 5 boroughs. Pedestrian traffic is also continuing to rise as the previously mentioned destinations open up, and the weather begins to warm over the next month. Eye-level placements such as wildpostings, street murals, digital kiosks, transit shelters, bus exteriors, etc. remain efficient frequency formats, allowing for multiple touch-points across targeted neighborhoods of the city. Experiential activations remain touch and go given the circumstances, but this is something we continue to closely monitor as more brands look to get back in front of their audience with product experiences.
We will continue to provide updates on various markets across the country in the coming weeks, and if you ever have specific questions, you can always reach out to hello@pjxmedia.com.
Out-of-Home Spotlight: Design Tip #1
Stick with one idea or concept. Get one point across. When you try to incorporate too many things in your design your intent gets lost, you can confuse your audience and your message loses its impact. Check out some great out of home design examples that embody this design tip.
You can almost taste the greatness in this wallscape.
One big idea leads to memorable out of home ads.
Campaign Freeze Frame
"Who's calling?"
"Nowhere."
"Tell them I'm in Sun Valley!"
Seattle drivers heard the call and had to see it for themselves. Visit Sun Valley.
News & Views
How a Model’s Eye Gaze Can Make an Ad More Effective (via The Wall Street Journal)
Considering gaze direction may be the key to more effective ads new research suggests. Check out the research results at the link above.
Britain's billboards are lighting up despite lockdown restrictions (via City A.M.)
It is quite the turnaround from a year ago. OOH advertising in the U.K. is expected to recover and grow in 2021 with digital OOH leading the way.
Marmite Dynamite launches with ‘exploding’ billboards (via Creative Review)
Marmite’s new Chili flavor features billboards showing the lid blown off the jar and landing in some strange places.
