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Return to work brings back advertising potential

September has marked the return to offices and commuting into cities for many throughout the UK. Due to this change, British out-of-home (OOH) companies have noticed a surge in OOH and digital out-of-home (DOOH) advertising.

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Returns to work and commuting have been cited as re-emerging opportunities for advertisers

OOH company, Kinetic, has commented on the public’s move back to post-lockdown habits, especially in regard to public transport, meaning new and alternative opportunities for advertisers.

Kinetic has reported a steady increase in the amount of people returning to workplaces, with around 61% of adults commuting to work in August. This percentage is expected to reach 78% in September, which will be the closest yet to pre-pandemic levels (85%). 

In late August, Transport for London registered nearly 3 million unique passengers in its underground network which Kinetic claims to be significantly bigger than the audience pool of Instagram, or major news brands in London. 

Commuting has also become a major aspect for Kinetic, commenting: “Even for those flexing where they work from, the commute will still feature regularly, meaning brands can still use OOH to effectively drive frequency across the working week, a key factor in driving positive brand impressions”.

Brands can still use OOH to effectively drive frequency across the working week, a key factor in driving positive brand impressions

OOH company, Talon, has also recently commented on the importance of commuters as well as citing a change in people’s attitude to working digitally as a positive sign towards OOH advertising.

According to Atomik Research, 84% of workers believe face to face meetings build ‘stronger’ and more ‘meaningful’ relationships. The research also reported that 77% of people prefer to have the ability to read in person body language.

Commenting on research into 2021 working attitudes, Talon says: “Although video calls have been the backbone of most businesses since the pandemic, Brits are now fatigued and ready for real interactions.”

If you have any news, email david@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.

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