OOH – A tale of two seasons
There’s no such thing as hibernation in Out-of-Home (OOH). It’s a hardworking format that absolutely sparkles in the run up to Christmas (and Winter!). We were reminded of the impactful nature of OOH while reading insightful research on the competitive alcoholic drinks segment from Ocean Outdoor.
Seasonal moments demand a format that reliably captures a parched audiences’ attention. Here’s why it’s Ubiquitous’ turn at the bar.
OOH and drinks: the perfect mix
The key in reaching a younger audience
Younger audiences increasingly expect brands to offer meaningful experiences that align with their lifestyle and values. For brands and advertisers targeting this discerning audience, you can’t go wrong with a format like OOH. It’s an effective channel for reaching 18-34-year-olds. Additionally, it’s also more likely to influence the choice of alcohol brands for 18-34s.
For an engaging advertising campaign, the team at Ubiquitous will naturally recommend Taxi Advertising in the media mix. Among the UK Taxi Audience, they’re more likely than the average UK adult to fit into the 18-34 age bracket, and similarly more likely to let the advertising they see influence which beer brands they buy. The persuasive nature of Taxi Advertising is in part thanks to its prevalence on the high street. These are the key places where purchase decisions are made, and as a format that can be seen on average 6 times by a wealthy Gen Z, taxis prompt the action and recall that brands love.
Essential for emerging and low/no brands
OOH has previously played a crucial role in helping emerging brands break through. This is especially true in the growing low and no alcohol category, where customers are open to trial but need to trust the brand first. 54% of those who consumed no/low drinks in 2023 chose products from brands they already knew. OOH is an impressive format because it is one of the most trusted media channels and proven to drive discovery and action.
A Taxi Advertising campaign benefits starter brands for two reasons. One, the standard campaign timeframe is for four weeks, offering an affordable way to get double the standard campaign exposure time. Taxis are proven to illicit trust, and across thousands of journeys within that four-week timeframe. This offers plenty of opportunities to create triggers in the minds of audiences, building mental availability and prompting action.
Low/no alcohol and soft drinks remain strong in Winter
The low and no-alcohol segment is rapidly growing in popularity among 18-34s. OOH plays a key role in raising awareness for these newer entrants, with 67% of people discovering a new brand via OOH last year. The adventurous attitudes of the UK Taxi Audience towards drink choices make a convincing argument for OOH formats like Taxi Advertising. Add this to the impressive coverage of a taxi campaign in central locations, and you’re left with impact among an audience who willing and receptive to your brand’s messaging.
Data from Tesco found that the demand for low and no alcohol drinks surged in the four weeks leading up to the Christmas, remaining high well into Dry January – an annual nationwide initiative where participants abstain from alcohol. The above research shows that brands don’t need to be rigid in their messaging strategy.
OOH and social: the perfect pairing for impact
Social media is a powerful player. It’s no surprise then that 37% of 18-34s use social to find new alcohol brands, while 28% of millennials try drinks recommended by influencers. The shareable nature of a ubiquitous OOH format like Taxi Advertising makes them irresistible for brands hoping to go viral, thanks to the engagement it effortlessly encourages. BillUps research suggests that brands who can encourage consumers to engage both offline and online can extend their reach and impact. This is clear cut for Taxi Advertising. Attest research for an iconic luxury brand saw a resonance with the relevant audience, with an impressive 77% of respondents who saw the taxi campaign likely to purchase from the brand in the next 6 months.
Building trust with audiences is a key contributor to success in OOH advertising. Audiences are interacting with brands on their terms. Brands hoping to connect with audiences at the moments that matter must make sure the campaign messaging is meaningful. OOH formats like Taxis are just one example of an advertising medium that has a proven track record of authenticity that translates to success.
For the seasonal moments that stick in our brains, it must be taxis.
Sources: YouGov Profiles GB 2025, GroupM & Alfresco Life Research, IWSR Research, GPS Data, Out / Look: The Attention Advantage, IMPOSSIBREW – Millennials and Non-Alcoholic Beer: Key Trends, 2024, Attest research for Gucci Flora, 2025, Billups research, “creating viral impact: Lessons from Coors Light’s bold OOH strategy”, Advertising Association, 2023