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While customers re-evaluate where they spend, the power of brand has never been more important. Communicating your brand’s competitive advantage during price increases is key to the value exchange between brand and consumer.

In short, brand is back! And quite simply, if brand is back, outdoor advertising builds brands making it a great solution for advertisers seeking to weather the storm.

Explore the findings from this research study below or download a sample deck here. You can reach out to any member of the Global Northern Ireland team for a full copy or to receive the presentation in-person.

a battle between the head and the heart

96%

are concerned about the rising cost of living

81%

have already made changes to their lives as a result of rising costs

76%

are trying to balance having fun and making up for lost time with saving money

download the study

To help understand how quickly people are having to react to the rising cost of living we enlisted the help of our own online community to create this short Northern Ireland ‘audience insider’ research study.

We want to help you and your clients be more empathetic and ensure messages resonate – knowing how people are feeling and behaving means that campaigns can be more creative and effective.

download the study

audience brand expectations

reward loyalty

reward loyalty

84% want brands to reward their loyalty. Even if this is in other ways if prices cannot be discounted.

reasons to buy

reasons to buy

70% want brands to give them reasons as to why a brand is better / worth buying over competitor (and less expensive) alternatives.

understand sacrifices

understand sacrifices

69% want brands to understand the sacrifices they are making to save money and reflect this in their communication with them.

understand what matters

understand what matters

71% want brands to understand what matters most to them during these times and reflect this in their communication with them.

Outdoor is a ‘one-to-many’ medium

While the appetite for brand building has re-emerged, the traditional methods of building them has undergone significant change. Channel fragmentation and increasing media options are a hurdle to increasing brand awareness – It is increasingly difficult to reach audiences at scale.

It’s often said that outdoor advertising is one of the last true mass media opportunities, especially given the fragmentation occurring elsewhere. This means that outdoor is great at building brands.

With an extensive outdoor advertising portfolio reaching EVERY postcode in Northern Ireland, Global can help you take action with our great brand building formats.

For a no obligation chat about your brand building goals and our outdoor opportunities reach out to a member of our dedicated Northern Ireland team today:

Call 028 4451 1888 |  Email belfast@global.com

download

Interested in seeing more of our brand is back research study? Download a sample here or contact a member of the Global Northern Ireland team to receive a copy.

download

interested in more Northern Ireland insights?

Our online research panel consists of people aged 16+ whose time is mostly spent working, shopping or socialising in towns and cities throughout Northern Ireland.

Each month, we send out an incentivised survey to generate behavioural and product usage insights about our panel. This gives us up to date information and robust data on consumer behaviour across Northern Ireland.

Discover more

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