The DOOH market impacted by COVID-19.
The global pandemic has affected the economy enormously, in many areas, advertising and communication have not been spared.
DOOH (Digital-Out-Of-Home) is one of the media outlets heavily impacted by the COVID-19 crisis, due to an activity that was idle for several months during the first containment. Indeed, the activity based on the Out-Of-Home this media has indeed recorded a significant drop in revenue.
Advertising revenue fell by -33.4% in the first half of 2020 compared with 2019. For the second half of the year, -23.3% of revenues compared to the same period in 2019. (Source BUMP: barometer unit of the advertising market)
We can therefore see that the decline is much less significant for this second quarter and is reassuring for the future of advertising and DOOH, which have been able to adapt.
Despite the health crisis, the figures show that DOOH has not said its last word.
In order to emerge from the crisis, all sectors of activity have had to adapt and communicate more. Thus, even if the DOOH experienced a sharp drop in activity at the beginning of the pandemic, we can see that the pandemic quickly resumed at the end of the first confinement:
- The summer was rather successful since 195.8 million spots were broadcast against 121.6 million in 2019, an increase of +38%.
Outdoor advertising, whether digital or not, is one of the 6 major advertising media and is in 3rd position behind the press and television. DOOH devices are increasingly present on the communication and advertising market:
- 156 screens are used on average for a campaign.
- Among the most active sectors in DOOH are tourism, food and beverages in the Top 3.
A new way to communicate
The health crisis has indeed affected our economy, but it has also led us to reinvent the way we communicate.
The DOOH advantage in times of crisis
The DOOH media allows flexible and highly responsive communication. Indeed, messages can be adapted in real time to the rhythm of the news. This allows you to set up communication in line with events and thus better respond to the needs of different targets.
For example, mass retailers have been able to communicate more about Click and Collect as well as the Drive or to reassure their customers about the respect of barrier gestures within their points of sale.
In this new context, how do brands communicate?
Forced to restrict its activities during confinement, the digital outdoor display (DOOH) is now making a comeback. The brands are gradually resuming their communication campaigns and we can see that the tone has changed, social commitment is being emphasised as well as benevolence. It is no longer a question of selling a product but of highlighting the human aspect after this difficult period.
A more human and committed communication.
Clear Channel stood out with a post-covid poster campaign.
Indeed, the advertising agency was able to communicate with a simple, friendly and positive tone.
This communication campaign promotes 3 new offers in support of the brand but also symbolises the resumption of activity in the out-of-home sector.
The DOOH medium is a formidable amplifier for content from social networks, and the digitalisation of shop windows makes it possible to accentuate the impact of communication campaigns.
For example, the Provence-Alpes-Côte d’Azur Regional Tourism Committee, together with the South region, have decided to launch amajor tourist communication campaign Post Covid and to promote the South destination.
The campaign consists of advertising spots on national TV, classic billboards, DOOH, in the press, as well as in digital on the audience crossroads of Webedia and partner OTAs.