PSI, the international division of out of home and location marketing specialist Posterscope, has created a dynamic ‘Global Mobility Index’ to provide advertisers with an understanding of peoples’ movement in countries across the world, to help them adapt their international communication strategies.
The PSI 'Global Mobility Index' analyses data from several sources including Google and Oxford University, to track the increase in population mobility on a market by market level, but also identify any sudden shifts in audiences. The index monitors global visitor movement to, or time spent in, four main places (Airports, Retail, Transit and Workplace) and ranks countries accordingly.
For example, with new Covid-19 cases reported in South Korea, the government has instigated tighter restriction whilst mobility has continued to improve across retail, transit, and workplace. It is clear that whilst South Korea moves into the 'Return phase' of its domestic recovery, the country remains vigilant and ready to tighten restrictions where needed.
In response, PSI has created its Journey to Recovery Planning framework, categorising markets and environments into three distinct phases – Response, Recovery and Return - each requiring a tailored approach to OOH, considering varied regulations, consumer need-states and the unique characteristics of advertiser categories and brands.
Ben Milne, managing director at PSI explains further: “The introduction of government restrictions around the world is the main contributor affecting OOH mobility levels; but whilst restrictions are easing across the globe and mobility is generally increasing there is still considerable volatility on the journey to recovery with localised and more nuanced restrictions likely on the horizon. PSI’s bespoke dashboard will become a vital planning tool to help both agencies and brands navigate the data signals and understand where each market currently sits in their recovery phase. For brands looking to re-enter the OOH environment, understanding audience levels and the right time to activate has never been so important.”