Webinar to Explore Social Media Behaviour in Out-of-Home Environments

With less than a week remaining, industry stakeholders are preparing for “The Point of Social,” a cross-industry webinar set to explore how social media behaviour shifts when consumers are outside the home and how this impacts integrated media planning.

Scheduled for April 14, the session brings together key players including Posterscope, Bauer Media Outdoor UK, Global and Ocean Outdoor UK. The initiative reflects growing interest in understanding the interaction between Out-of-Home and social media as part of an increasingly connected media ecosystem.

The webinar will present findings from a joint research study examining differences in social media usage between at-home and out-of-home contexts. The study focuses on behavioural patterns, locations of engagement, motivations, and the outcomes generated across different environments. It also highlights how attention levels fluctuate throughout the day and raises questions about the effectiveness of dual-screen strategies combining OOH and social.

Industry experts including Richard Shotton and Russell Smither will host the session, joined by brand and agency voices such as Rob Edwards of Arla Foods and Ciara Smyth of dentsu.

The research aligns with broader industry trends positioning OOH as a central connector within omnichannel strategies, enhancing the effectiveness of digital platforms including social media.