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Advertising during COVID-19

advertising during Covid-19

As we continue to live with COVID-19 and through periods of various restrictions, Exterion Media is here to arm you with insight and reassurance for advertising on outdoor at this time. 

 

 Whilst we appreciate many businesses still face uncertainty and may be reluctant to commit to marketing activity, we have created this dedicated resource to help provide reassurance, tips and advice for advertising on outdoor during the COVID-19 pandemic. 

 

On this page you will find details of our outdoor advertising solutions which reveal how they are perfectly placed to reach audiences as lockdown restrictions ease but can also reach valuable audiences during even the tightest of restrictions as people leave home for essential trips.  Although we don’t just expect you to take our word for it. We’ve also asked our work.shop.play. online community of over 2,000 Northern Ireland urbanites about their views and opinions on life in this ‘new normal’ as a result of the pandemic. 


Unlocking with Insights

Our Media in a ‘new normal’ and advertising during COVID-19

We have a comprehensive portfolio of outdoor advertising solutions across Northern Ireland capable of reaching people in a whole host of locations and as they travel outside of their homes for a wide range of journey types. Even during the toughest of COVID-19 restrictions, outdoor advertising has a role to play in reaching and communicating with those leaving home for essential reasons and work. Of course, as restrictions ease this is when the great power of outdoor advertising can be harnessed fully once again. 

7in10 work.shop.play. members told us they have noticed some form of outdoor advertising since embarking on journeys outside of their homes following the easing of lockdown restrictions. Add to this half of people who said they think that measures such as social distancing, queuing systems outside businesses and outdoor seating at bars and restaurants will make outdoor advertising even more noticeable.

Read more below to discover how our media is perfectly placed to help your business in this 'new normal'.

advertising during Covid-19

Hit the road running with roadside billboards and backlits

There is a strong correlation between increasing road traffic as more sectors are permitted to reopen following lockdown restrictions. Our network of large format billboards and roadside backlits, all located on main arterial routes, are ideal for communicating to these growing traffic flows about your business reopening, provide directional signage, offer a friendly welcome message or even promote a post-lockdown sale to push excess stock. 

Of course, there is still a role for roadside billboard advertising during even the toughest of restrictions, reaching those who are travelling for essential reasons such as grocery shopping, medicine, or travelling to work.

Discover more about these opportunities here.

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advertising during Covid-19

Gain at grocery with our retail opportunities at supermarkets, malls and convenience outlets

With supermarkets and essential retailers in malls remaining open throughout all levels of COVID-19 restrictions, our media opportunities at these locations continue to act as a trusted source of information and reach audiences outside of their homes, at scale.

With 6 sheets at supermarkets, and digital screens in malls with major supermarket anchor tenants, these formats are perfectly placed to reach audiences as they shop for essentials during a full lockdown, or as they leisure shop during easing of restrictions the reopening of non-essential retail.

Discover more about these opportunities here and here.

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advertising during Covid-19

Think outside the bus with our bus advertising solutions

Usage may be down, but buses remain on our roads throughout all forms of COVID-19 restrictions. Bus advertising offers much more than a means to communicate with those travelling on the bus. With formats to suit any campaign need and budget, it’s a way to reach those who come into contact with bus advertising as they travel on our roads for work and when making essential trips during a lockdown. 

Buses are also a vital means of advertising during periods of eased restrictions when people can return to hospitality and non-essential retail.  Especially given Translink is continually reviewing and enhancing public transport service frequency to meet changing passenger demand in accordance with restrictions (including routes that attract more leisure travel). 

Did you know? According to our work.shop.play. community, during periods of eased restrictions, more Urbanites have seen bus advertising than adverts at bus shelters.

Discover more about these opportunities here.

advertising during Covid-19

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advertising during Covid-19

At home on the high street: Media to mirror audience movement

With ongoing periods of COVID-19 restrictions we are seeing more people stay local and close to home. 69% of our work.shop.play. community said they are spending more time in their local neighbourhoods and over 2in5 are spending more time close to where they live (within 3-5 miles). We can help you reach audiences in their local areas with our network of 6 sheets and phone kiosk formats located in areas where other formats are in short supply.  

As with increases in road traffic during periods of eased restrictions, we also see a correlation with increases in footfall and pedestrian activity in local towns and cities during these times. Again, we can help you handpick and tailor a 6 sheet and phone kiosk campaign to target specific areas.

Discover more about these opportunities here.

advertising during Covid-19

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advertising during Covid-19

Increased dwell time for on-street and on-mall digital

According to the High Street Recovery Tracker, during periods of eased restrictions, Belfast outperforms the UK average in terms of post-lockdown footfall recovery - fuelled by the reopening of non-essential retail, bars and restaurants. As operators of the City Centre's largest on-street digital advertising network, we can offer you flexible ways to reach audiences as we continue to live life during a ‘new normal’. Measures such as social distanced queuing outside businesses, the granting of pavement licenses for bars, restaurants and cafés and a greater focus on cycle lanes and pedesrianised streets all help to drive increased opportunities to see and dwell time for your message.

Outside of the City Centre, our Mall D6 format benefits from new one-way systems along the mall concourse, granting additional time to influence at the point of purchase amongst the 7in10 who go out to shop for essential and non-essential items depending on current lockdown restrictions at the time.

Discover more about these opportunities here and here.

Pepsi Max Streethub


Unlocking with Insights

Insights and Inspiration to guide your outdoor advertising strategy in the ‘new normal’

Behind each snapshot is a full suite of research based on the opinions of our 2,000 strong Northern Ireland work.shop.play. community – ask us to receive a copy of the full results by emailing belfast@exterionmedia.co.uk.

New Thinking for a New Normal

Unlocking the Outdoor Audience

Belfast is Open

Unlocking with Insight: Shopping and Retail

Unlocking with Insight: Museums and Attractions

Unlocking with Insight: Holidaying at Home

Unlocking with Insight: Going out in the 'new normal'

Unlocking with Insight: Close contact services

Northern Ireland Outlook

Unlocking with Insights

We recognise that agility for advertisers is key right now

We acknowledge that it will take some time for business confidence to return and invest in pre-COVID levels of marketing activity, but we have a host of media opportunities offering huge flexibility. In addition, our locally based team are here to help you arrive at a solution that meets your current needs and budgets. 

To find out more, or to have a no obligation chat, contact us on 028 9104 2116



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