When the festive season fades, consumer mindsets begin to transition from indulgence to reflection, prioritising health, finances and planning for the year ahead. We share 5 reasons why brands should use Out of Home advertising to reach, connect and resonate with audiences in Q1.
By Erin Fletcher, Strategic Partner
As the calendar flips to a new year, consumers undergo a psychological transformation. The festive cheer and indulgence of December give way to a fresh mindset focused on renewal, health and planning. For brands, this "seasonal switch" presents a unique opportunity to harness the superpower of Out of Home by delivering mass reach at key consumer moments.
The consumer mindset reset
The post-holiday period is characterised by reflection and fresh starts, and Q1 allows brands in key categories to connect with shifting consumer priorities:
A focus on health and wellness as evidenced by trends like Veganuary and Dry January creating opportunities for FMCG brands to promote healthier/alternative product options
Financial responsibility becomes a focus making this a prime time to engage with consumers seeking value
Planning for future goals or significant purchases, from booking a holiday to buying a new car
By aligning messaging with these priorities, brands can foster deeper emotional connections with their audiences and position themselves as solutions to evolving consumer needs.
Creative flexibility for a dynamic start
The new year provides an ideal moment for brands to refresh their creative direction. Focusing on themes like growth, renewal, and value not only aligns with consumer sentiment but also sets the tone for the months ahead. Dynamic and contextually relevant OOH campaigns can adapt to Q1’s evolving consumer behaviours, ensuring maximum impact.
Real-world moments that matter
Q1 is packed with cultural, retail and sporting events that can act as touchpoints for engagement. From Valentine’s Day to the Six Nations these moments offer prime opportunities for fresh category entry points, contextual and timely messaging. Research shows a 12% increase in engagement* when brands align their messages with these relevant events.
The power of location in Q1
As routines shift in the new year, so do the locations that reflect consumer journeys. Using smart OOH planning data such as RADAR, OOH campaigns can be tailored to meet evolving consuming behaviours. Whether targeting gyms, supermarkets or commuting hubs, OOH is well placed to intercept audiences at the most impactful moments of their day when they matter most.
Brightening winter blues
Winter months can be challenging, with many consumers experiencing Seasonal Affective Disorder (SAD) or general post-holiday blues. OOH can play a role in uplifting spirits through humour, optimism and inspiring creative. Studies show that time spent engaging with OOH media reduces stress and boosts happiness making it a valuable tool for brands looking to resonate positively.
Why OOH in Q1 matters
The seasonal switch is more than just a consumer behaviour trend, it’s a roadmap for strategic OOH. By understanding the shifts in mindset, moments, and locations, brands can craft campaigns that not only reach but resonate with their audiences. As we get ready to step into Q1, brands have a unique opportunity to lead the conversation in real-world settings.
Ready to make the switch? If you’re interested in learning how your brand can make the most of Out of Home, please get in touch.
*Source: Clear Channel, Moments of Truth
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