state of the nation

State of the Nation includes insights across ‘mood, money and more’, and revealed a nation of mixed moods and feelings with concerns coming from a range of macro, local and personal issues. Whilst areas such as the healthcare system and global conflict topped the list of immediate concerns, the outlook was much more encouraging with 6in10 feeling positive about what the future holds.

The study also uncovered a lasting impact from the cost-of-living crisis, but encouragingly 43% described their financial situation as “strong”, a further 34% as “squeezed” and just 18% as “struggling”, meaning there’s still a sizeable and highly valuable audience willing to spend – but audiences are being more considered and cautious with their spending.

Stretching income to afford treats and luxuries was a prominent theme with State of the Nation demonstrating how audiences are shopping smarter through the likes of reward schemes and switching utility providers to maximise their budget and spend money on their priorities that includes holidays, their homes and hobbies.

In addition to sharing views on mood and money, insights include themes such as ‘self-considered sustainability’, ‘barriers to sustainability’ and provides advertisers with help to harness to power of outdoor advertising to engage with their customers during this time.

You can reach out to any member of the Global Northern Ireland team for a copy, or to receive the presentation in-person.

Outdoor is a platform for brands to grow trust

Outdoor is trusted, making it an ideal platform for brands and businesses to engage with audiences right now. 64% said they trust outdoor advertising, rising to 67% amongst those with strong / squeezed financial situation.

Not only is outdoor trusted but it is welcomed by audiences who deem it suitable for a wide range of communications. Ultimately meeting their needs right now with people agreeing that outdoor is suitable for communicating things like public information, rewards and loyalty programs, sale events, deals and special offers.  Outdoor can even help inspire audiences with their upcoming life event plans!

Given the widespread uncertainty that exists in today’s world, Global can help give you the confidence to continue to engage with audiences, and your customers in today’s world. Our extensive outdoor advertising portfolio that reaches into EVERY postcode in Northern Ireland, is a great means to do this.

For a no obligation chat about your 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