IPA Touchpoints 2024 – What it really means for OOH

The IPA recently released the latest findings from its “TouchPoints: Making Sense Report.” This report provides insight into how the commercial media landscape is evolving and points to OOH’s very strong position throughout.

Euan Mackay, Chief Strategy Officer at Route shares that OOH continues to be one of the mediums that has stood the test of time as it continues to enable brands to reach mass audiences, at the right time and in the right place.

To understand what the report means for OOH, Lucy Baumgartner, Effectiveness Manager at Talon, broke down the key points and outlined the key findings.

PATTERNS OF MEDIA USAGE HAVE SHIFTED BACK TO LONG-ESTABLISHED NORMS

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Source: IPA Touchpoints 2024

What does this mean for OOH?

The pattern indicates that OOH consumption builds throughout the day, becoming the top consumed media between 12-4pm. This illustrates the continued importance of OOH’s role alongside consumer’s habitual movements and commuting patterns.

OOH REMAINS A SIGNIFICANT SHARE OF MEDIA TIME WITH CAPABILITIES SUPERCHARGED

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Source: IPA Touchpoints 2024

Despite a plethora of new platforms launching, the pattern of media consumption has seen virtually no change between 2005 and 2024. ​Of course, during the 2020 and 2021 lockdowns, media consumption shifted drastically. ​But as of 2024, we have now seen broad patterns of media usage shift back to long-established norms.

What does this mean for OOH?

OOH has almost returned to its pre-pandemic position with hybrid working patterns only marginally impacting OOH’s share of media time by -3% from 2015 levels.

ONLINE DIGITAL MEDIA CONTINUES TO GROW ITS WEEKLY REACH

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Source: 1IPA Touchpoints 2024, 2 4th Space Research

OOH has seen the smallest shift in weekly reach of -2% since 2015, with much more dramatic shifts seen across the industry.

Commercial live / recorded TV has seen a sharp drop of -17%. While channels that have seen growth are predominantly online digital channels, with commercial online news seeing the sharpest increase of +271%.

What does this mean for OOH?

Those channels which have seen sharp increases largely link to commuting and travel entertainment habits, e.g. checking online news (+271%), listening to podcasts (+119%) and streaming online videos (+73%).

OOH is well positioned to prime these channels while consumers are out of their homes. Talon research shows that activating the same content across DOOH and social media can increase campaign effectiveness by +23%.

OOH REACH_

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Source: IPA Touchpoints 2024.

More importantly, OOH is the only channel that delivers 90%+ weekly reach across the commercial media landscape. This illustrates the strength of OOH for ensuring the brands messaging is heard and seen by the right people.

SOCIAL MEDIA REMAINS THE MEDIA 16-34S SPEND THE MOST TIME CONSUMING, WITH OOH PLACING SECOND_

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Source: IPA Touchpoints 2024.

How does this translate for OOH?

As a non-disruptive and passively consumed channel, OOH offers a welcome relief from online screens and so is highly effective at reaching and influencing Gen Z who are a digitally saturated audience –

  • 55% find OOH a relaxing medium
  • 1/3 talk to friends and family about a brand they saw in OOH
  • 26% have taken a picture of an OOH advert in the past week

OOH PROVIDES THE HIGHEST REACH AND CONSUMPTION PER DAY AMONG 35-54S, DESPITE HYBRID COMMUTING PATTERNS_

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Source: IPA Touchpoints 2024.

How does this impact on OOH?

With functional internet/search placing second in media time spent for 35-54s, OOH provides the perfect opportunity for priming this channel on the commute.

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Source: IPA Touchpoints Databank.

SHARE OF TV’S MEDIA TIME HAS DROPPED BUT REMAINS AN IMPORTANT MEDIA FOR 55+_

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Source: IPA Touchpoints 2024.

What does this signify for OOH?

OOH compliments TV viewing patterns offering higher reach throughout the day, before TV takes over in the evening.

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Source: IPA Touchpoints 2018.

GET NOTICED WITH THESE TAKEAWAY FINDINGS_

Broad patterns of media usage have shifted back to long-established norms

With the end of lockdowns and a return to normality, media consumption has shifted back to habitual norms, with OOH is once again the top consumed media between 12pm-4pm.

OOH has become the only channel to deliver 90%+ weekly reach

With a reduction in commercial live / recorded TV, OOH leads the industry as the only commercial media which has the ability to reach over 90%+ of the population weekly in isolation.

Online digital media continues to grow share of media time

With consumers spending more time on smartphones while commuting, OOH is uniquely positioned to reach and prime commuters where attention is shared between online and offline channels.

Read the full report here.