Buyers must tap into the power of programmatic digital OOH
Vistar Media’s Ben Baker explores how to reach your audience in today’s uncertainty.
With shifting state and international mobility restrictions, the notion of travel has been redefined. CBDs of major cities were once overflowing with people, but as many professionals are now working remotely, the suburbs are seeing more movement. Regional shopping centres and petrol stations are seeing high foot traffic, and will continue to do so through the peak summer months, as many Australians take local long-weekend vacations.
The truth is, when it comes to audience behaviors, all previous assumptions about consumer habits (and buys based around those) no longer reflect consumer reality.
As a result, brands have been tasked with finding new and creative ways to reach consumers, which now not only move differently, but have developed new habits and needs. Because of this, brands need to have a flexible advertising strategy as the pandemic continues to change, and not make buys based on old assumptions.
