The Irish out-of-home (OOH) market grew once again in quarter 3, following a challenging Q2. According to PML Group’s latest Posterwatch quarterly market review, in the full year to date, Ireland’s OOH market is 2% ahead of the same period in 2016.
Unsurprisingly, Diageo remains the top spending advertiser, according to PML with Mars and McDonald’s in second and third places respectively.
However, looking at Q3 alone (cycles 14-20), the top spending OOH advertisers were Diageo, Tesco, and Mars. Among the campaigns from these advertisers were Tesco’s ‘800’ and F&F campaigns, Diageo’s Carlsberg, Hop House 13 and Smickthicks, and Mars’ Galaxy, Pedigree and Uncle Ben’s.
With most of the major supermarkets significantly increasing investment in this medium, retail was the most active category in Q3. Confectionery and Telecoms made up the next 2 biggest categories in Q3.
Innovation played a key part in Q3 with some highly innovative activations including Dublin Bus’s twitter enabled dispensing bus shelter, a man crèche in Dundrum Town Centre for EA Games, a geo-fenced campaign for Permanent TSB which enabled mobile ad-serving and a brilliantly executed experiential piece for Aer Lingus in Stephen’s Green shopping centre, based around an interactive, talking, digital screen.
According to Colum Harmon, marketing director, PML Group: “The OOH sector is growing in an uncertain advertising environment overall. This is a great vote of confidence in us and our services, along with OOH media owners and the quality formats they provide. The value of OOH is also evident in the great innovative pieces we’ve seen in recent months. We would encourage advertisers to continue to challenge us to redefine OOH media and what it can achieve.”