Out-of-home (OOH) advertising is a powerful medium capable of reaching broad audiences in their daily lives. A notable example of its impact is the 2019 initiative in London, which demonstrated how OOH advertising can significantly influence public behavior and promote corporate responsibility.
Groundbreaking Policy and OOH Advertising
In February 2019, Mayor Sadiq Khan and Transport for London (TfL) implemented a pioneering policy that targeted junk food advertising across the TfL network. This restriction was designed to limit the promotion of high fat, salt, and sugar (HFSS) foods, leveraging the extensive reach of OOH advertising to drive public health improvements. The policy required food and drink brands to focus on promoting healthier options, aligning with Public Health England guidelines.
Remarkable Influence on Consumer Behavior
The shift in consumer behavior resulting from this policy was significant. Research from the London School of Hygiene & Tropical Medicine (LSHTM) indicated that London households reduced their weekly purchase of HFSS foods by 1,000 calories, a 6.7% decrease. Notably, chocolate and confectionery purchases fell by 20%, equating to 318 fewer calories per week. These changes demonstrate the potent influence of OOH advertising on consumer choices.
Economic Impact and Adaptability
Despite the advertising restrictions, TfL’s commercial media revenue rose by £2.3 million in the first year. This increase underscores OOH advertising's economic viability and its adaptability. Advertisers successfully adjusted their strategies by promoting healthier products, maintaining their presence on the TfL network without sacrificing commercial success.
Extensive Reach and Effectiveness
OOH advertising reaches 98% of the UK population weekly, according to Outsmart, the UK's OOH trade body. This broad reach enhances its effectiveness in shaping consumer behavior. Studies show that OOH advertising can boost brand awareness by 86% and drive a 36% increase in online engagements, highlighting its powerful role in influencing public preferences and behaviors.
Expanding the Impact
London’s approach to regulating junk food advertising demonstrates the transformative potential of OOH advertising. By strategically directing the content of ads, cities can effectively influence consumer behavior. The TfL case study is a testament to the extraordinary power of OOH advertising in shaping market dynamics and public Behavior.
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