As movement restrictions are slowly lifted in major cities, marketers need to be fully prepared to navigate their brands through this period of uncertainty for a successful bounce back. Every major disruption is an opportunity. In this case, the fact that consumers have been locked-in or are moving less often than they are used to is actually an opportunity to make their “outdoor” moments count even more.
During lockdown period, we are seeing a shift of channels usage as a result of changing consumer behavior during the pandemic, from social media to streaming platforms.
When a phrased reopening has been initiated across various major cities, marketers need to adjust to a new normal that calls for a greater dependence on data to navigate new consumers movement patterns. As we reopen in stages, programmatic OOH may allow the flexibility for marketers to optimize campaigns through examining data and changing market conditions.
This is when location data play an important source of data for marketers to identify new movement patterns of their consumers and quickly shift their media investments to where it counts.
Engaging on a more personal level
Based on what the data reveals, you might shift your advertising budgets using tailored campaigns to seek out potential customers by creating specific personas according to their movement patterns before, during and after the lockdowns are implemented or relaxed. The integration of location data in the campaign’s strategy would increase any potential customer reach.
In addition to this, a hyper-targeting approach enables marketers to move beyond the broad components of demographics data such as age and gender to more specific attributes like their habits, hobbies and movement behaviour. From this in-depth analysis of location data, marketers can reach out to their customers on a more precise and personal manner by a dynamic and customised ad messages.
Negative bias method can make a positive impact
In time of uncertainty, brands need to divert their resources to brand-building, which develop consumer trust and loyalty. According to Les Binet & Peter Field, brand building drives long-term growth as 62% of consumers will stay loyal to their trusted brand.
The changing behaviour of people during and after Covid-19 outbreak has forced marketers to adapt to the changing consumption habits of their customers and location data helps in the adaptation process.
The effects of negativity bias exist in all kinds of communication as such as social media, Out of Home advertising and news article. Negative events, visuals and messages leave a stronger impression, thus marketers can take this opportunity to adapt to facing negative scenarios (Covid-19 outbreak) to make their brands stand out more than the others but in a positive way.
By leveraging on visuals that display their product in a negative light, marketers can still draw positive attention to the ad messages. For example, Danone leverages programmatic DOOH to encourage people to stay at home with its dynamic ad messages across major cities in Indonesia:
The New Normal
OOH has a strong track record of recovering quickly from crisis. As movement restriction lifted, OOH will be more heavily depending on data-led planning to understand the new traffic patterns that have emerged. Hyperlocal data will also help brands understand how audience journeys are shifting as the cities reopens at different stages, and it will inform how to best use different OOH formats to reach those audiences along the way.