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Now Near Next – The Latest View from OOH January 29, 2021 James Byrne, marketing manager, PML Group with this week’s view from OOH. This week we publish new research on OOH’s ability to motivate consumer action, particularly as an online driver. We also include news of a new digital network for Dublin and some of the country’s other biggest towns and cities as well as the latest TII traffic data, showing incremental increases in traffic levels over recent weeks. OOH Drives Response, ‘React’ Research shows New research we are publishing this week points to an increasingly important role for OOH in the online retail phenomenon. The study, ‘React’, investigates likelihood of consumers to respond to OOH advertising in various different ways and compares those outcomes now to how respondents would have acted a year ago. Going online to find out more about a product is the action most likely to be taken by those interested in an OOH ad. 46% are

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