The UK is a nation that loves its gardens, and as a gardening brand, you're tapping into a market brimming with passionate consumers. With 27 million gardening enthusiasts nationwide and our out-of-home network reaching over half of the UK population, the potential reach is immense.
The growing interest in gardening is driven by both physical and mental health benefits, with 84% of British adults believing that gardens and green spaces support their mental well-being and 79% saying they benefit their physical health.
This blog shows the strong connection between those with green fingers and OOH advertising.
Gardening enthusiasts are highly engaged with OOH:
A significant portion of gardeners are seeing your message: 3 in 5 have seen an OOH ad in the past week and this high visibility ensures your brand stays top-of-mind.
OOH advertising sparks interest and action: 61% of individuals who visited a shop to purchase a product after seeing an OOH ad are interested in gardening, proving OOH drives in-store footfall.
OOH encourages deeper engagement: Gardening enthusiasts are 33% more likely to research a product after seeing an OOH ad, showing that OOH acts as a powerful tool to display what your business has to offer.
OOH improves brand perception and drives purchases:
For those that claim to ‘get a good deal of pleasure from their garden’, they are 85% more likely to say OOH advertising improves their perception of a brand. Furthermore, 52% are more likely to agree that large screens make advertising more noticeable - showing that this audience has a naturally positive mindset towards OOH advertising overall.
For those who consider themselves knowledgeable about gardening:
- 58% are more likely to talk to friends and family about an OOH ad they’ve seen in the past 7 days, highlighting the word-of-mouth potential of OOH.
- 51% are more likely to purchase a product online after seeing it in an OOH ad, demonstrating the direct link between OOH and online sales.
Reaching key gardening demographics through OOH:
Millennials, a driving force in a new wave of gardening enthusiasm are highly receptive to OOH. In fact, 54% of millennials would prefer a trip to a garden centre over a nightclub. Millennials’ overall enthusiasm for gardening suggests OOH would be a valuable channel to reach this demographic.
People that frequently discuss gardening with others, show even stronger OOH engagement. They are:
- 91% more likely to purchase a product or service online after seeing an OOH ad.
- 70% more likely to take a photo of an OOH ad.
- 85% more likely to discuss an OOH ad with friends they’ve seen in the past 7 days.
DIY superstore shoppers buying garden furniture are also highly exposed to OOH, with 80% having seen an OOH ad in the past week. This exposure translates to action, with these individuals being 120% more likely to research a product on their mobile after seeing an OOH ad and 93% more likely to make a purchase with their mobile.
Capitalise on current trends:
The gardening market is evolving. Increasing urbanisation is creating demand for compact gardening solutions (balcony/window box options), and sustainability and self-sufficiency are key drivers of the gardening market, creating demand for eco-friendly products and services. OOH advertising allows you to target specific locations and demographics, ensuring your message about balcony-friendly products or eco-conscious gardening solutions reaches the right audience.
By investing in OOH advertising, you can directly connect with a large and enthusiastic gardening audience, enhance your brand perception, drive both online and in-store sales, and ultimately, watch your brand grow alongside the nation's gardens.
Get in touch today to explore how OOH can be what your brand needs to flourish: Alight Media | Contact