According to, A recent study by Global Media & Entertainment (Ireland), conducted by Ipsos B&A, sheds light on the evolving patterns of movement across Ireland, offering valuable insights for small and medium-sized enterprises (SMEs) looking to optimize their advertising strategies.

The research, titled “Ireland on the Move”, explores the daily travel habits of individuals in major Irish cities, including Dublin, Cork, Galway, Limerick, and Waterford, revealing that Irish people undertake an astonishing 23.3 million journey missions every week. These journeys encompass a variety of “missions” from work commutes to grocery shopping, social outings, and family visits.

For SME business owner-managers, understanding these movement patterns is crucial for effective outdoor advertising. Here’s how you can use these insights to your advantage:

1. Targeted Advertising:

With detailed insights into the most frequented routes and modes of transportation, SMEs can strategically place their advertisements in high-traffic areas, ensuring maximum visibility among their target audience.

2. Understanding Audience Behavior:

The study highlights a shift in travel habits post-pandemic, with an increase in remote working leading to more frequent grocery trips and a reevaluation of productivity. This shift presents an opportunity for businesses to tailor their advertising messages to resonate with the changing lifestyle of their audience.

3. Optimizing Timing:

Knowing when your audience is most likely to be on the move allows for the optimization of ad placements, ensuring your message reaches potential customers at the most opportune moments.

4. Engagement Opportunities:

Global’s research underscores the readiness of outdoor audiences to engage with advertising messages, particularly in bus, rail, and roadside environments. Crafting compelling and relevant ads can capture the attention of a captivated audience during their daily missions.

5. Investing in Outdoor Advertising:

Antoinette O’Callaghan, head of marketing at Global, emphasizes the premium quality of outdoor audiences and the value this form of advertising brings to clients. As an SME, investing in outdoor advertising can be a strategic move, particularly if your business caters to local or regional customers.


The findings from “Ireland on the Move” not only highlight the potential of outdoor advertising in reaching engaged audiences but also underscore the importance of understanding and responding to the nuanced changes in consumer travel patterns.

For SMEs, this presents a unique opportunity to connect with their audience in meaningful ways, leveraging the insights provided by studies like Global Media & Entertainment’s latest research. Embracing outdoor advertising, with its proven engagement rates, could be the strategic edge your business needs to thrive in today’s competitive landscape.

For a deeper dive into the research and its implications for advertisers, check out the full report here.