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Reaching the Staycation Nation

10

Jul

News

Be it a weekend away or a two-week break, we’re a nation of staycationers – in fact, 69% of Brits expect to take a staycation in 2019! Plus, aided by an uncertain economic and political environment affecting the cost of going abroad, we’re also expected to spend big on UK holidays – as much as £40bn this year, up from £31bn in 2018.

As anyone who needs to get from A to B during peak holiday periods will know, the roads are often bumper to bumper, and that’s because the best way to get to a staycation is by car. In fact, 77% of staycationers travel by road vehicle to their UK break – that’s a massive 35.3m people!

With the average drive to a UK holiday taking 2 hours 24 minutes, it’s inevitable that many travellers will need to stop, especially those with young children. From our own research we found that most people make a stop at least every 90 minutes to 2 hours, and they do so for a multitude of reasons – be it to take a washroom break, grab refreshments, refuel or recharge their vehicle and much more.

That’s where Motorway Services come in. Of all of those people travelling by road, 74% (26.1m) will use an MSA, and with 136 sites around the country there are plenty to cover journeys to all manner of destinations.

Millions of staycationers with money to spend creates a fantastic opportunity for advertisers who would otherwise struggle to reach this large group of travelling holidaymakers. We have younger travellers who are much more likely to buy new cars, stream entertainment and grab food on-the-go, while more experienced staycationers also look for pharmaceutical products, luxury accommodation and leisure ideas.

To capture holidaymakers on the road, Admedia offers a variety of advertising solutions in an environment that enjoys long dwell times of 40 minutes on average. Our full-motion digital Nexus screens provide great flexibility, with the ability to target travellers at key travel times, as well as display advertising depending on factors such as location, weather and traffic flow. Additionally, Admedia has 6 Sheets and A3 Washroom Panels which offer broadcast-level cover and 100% gender targeted high-dwell time solutions respectively.

For more information, please contact us here.

Sources: Travelodge Holiday Index/Market Management research/YouGov Profiles

To accelerate or stay static? The road from classic OOH to DOOH

13

Jun

News

We were recently asked about the transition from Static to Digital, in regards to introducing our dynamic full-motion network – Admedia Nexus, where industry experts Daily DOOH sat down with our Managing Director Phil Daniel to get the low down on Admedia’s successful evolution.  

So for companies considering the move from Static to Digital, here are a few summarised steps Phil would advise:

1). Bring something unique to the schedule – As an industry we speak a lot about how much we invest in new screens, and I fear it comes across as ‘build it and they will book’. Identify something that you can bring to the market that can help clients be more effective and efficient.

2). Be prepared – there are always a number of variables that we are not in control of, so it’s important to try and maximise anything that’s in our own control. With this in mind, with Nexus we identified two key audiences – SME and Automotive that would be vital to its success and ensured we had a clear process in place in advance of the launch.

3). Flexibility – when we looked at packaging our screens, we spoke to the market about what would be most effective. The feedback was flexibility! Rather than try and impose our will on the advertiser, we respond to their requirements, whether it’s to only show an advert when it rains, or only show on Monday – Friday to target SME decision makers, or only to show when a traffic speed goes below a certain mph. Sure, life would be easier (and potentially more lucrative) if everyone bought a screen for two weeks, but for us to access different budgets, short-term campaigns and tactical bursts, our response is always yes to our clients’ requirements.

4). Invest in the best technology – it can be tempting to go for the cheaper option, save some money at the top-end and consider just the short-term view. For Admedia, we were determined that our launch into digital would represent a new chapter in the company’s history. As such, we were looking to future-proof the business as much as possible and send a statement to the market that we are in it for the long term.

5). Incorporate best practice as standard – with Nexus, we were entering a well-established market in the UK, and that gave us the opportunity to understand what was doing well, and to look to replicate the market’s best practice as standard practice. In our original due diligence, one area that was raised was accountability, this led us to install webcams at our sites, allowing clients to access their campaigns in real-time.

6). Be confident – ultimately you have to back your judgment. We looked at the market, saw that we could bring something new and effective to the schedules and move the business into the digital world. But there are no guarantees! This challenge can be intimidating but you need to be confident in what you are offering and how you are offering it, and ultimately back yourself to become the best business you can be!