Consumers are Outdoors in Droves. Can Your Brand Keep Up and Connect with Them?

As America officially reopens coasttocoast people are finally starting to once again enjoy the luxuries of travel congregating outside venturing to restaurants and bars and shopping It39s starting to feel like a new normal and this is great for everyone including marketers who39ve been on high alert during the pandemic trying to keep up with quickly changing crisisdriven consumer habits lockdowns and reopenings that made it tough for brands to stay in front of audiencesAgainst this backdrop with travel rebounding to prepandemic levels and considering nearly 50 of the country is vaccinated now is the time for marketers to harness the right recovery solutions to stay on top of trends in audience movements to connect with consumers as the summer hits and as mobility patterns continue shiftingThere39s even more good news Just as Clear Channel Outdoor39s audience targeting and measurement solutions helped brands stay in front of consumers during the crisis our outofhome OOH displays are uniquely poised at the center of the action as brands reach to consumers who are out and about in a quotpent upquot postpandemic economyFor brands mounting a recovery or looking to reengage with their customers our mobile datadriven audience solutions are delivering insights about consumer behaviors and migration trends in the digital and physical worlds that are already helping brands better plan for their new campaigns as consumers are liberated from keeping close to home Here39s how it worksIn one case study we designed to support business recovery in San Francisco we examined evolving consumer movements and audience behaviors in the market before during and postpandemic We applied our CCO RADAR suite of proprietary data solutions which leverage mobile location data insights to understand changes in consumer travel patterns among thousands of audience segments This approach allows us to better inform brands how where and when to reach their desired audiencesWhat we found were concentrations of audiences that are remarkably similar to the audiences that advertisers had been using OOH advertising to reach in the downtown Bay Area prepandemic While some audiences had moved to just outside of the city we found they were and still are reachable via targeted wellplanned advertising campaigns that consider these impacted audience behaviors and new travel patterns In other words if brands think in terms of audiences not just location these same valuable audiences can still be reached effectively using OOH whether it39s a roadside billboard streetlevel or airport display just now in different neighborhoods and along different journeysThis sophisticated data analysis reveals quite a bit of insight for marketers looking to reach audiences in urban and suburban areas through all areas of San Francisco and beyond Mobile location analytics tools and insights are helping advertisers understand not just how to reach people today but how to continue to reach them as travel patterns and behaviors evolve over time whether that results in a return to the prior quotnormalquot or a new more dynamic normal that reflects peoples39 continually evolving behaviorsThe bottom line is this for brands that are now scrambling to get in front of a wonderfully mobile public the right audience targeting and measurement solutions will help you stay in front of the consumers you care most about whether they39re on vacation in a new home outside a city or out and about enjoying our new normalClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Consumers are Outdoors in Droves. Can Your Brand Keep Up and Connect with Them?

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Bob McCuin

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Consumers are Outdoors in Droves. Can Your Brand Keep Up and Connect with Them?

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