This week, Intersection CMO Esther Raphael talked with Billboard Insider about post-Covid trends impacting out-of-home.

What is revenge spending and how does it influence out-of-home?

When we think about all of the moments that we lost, there are so many experiences and things – you want to live them again for the first time but you want to live them better. That’s what experts believe we all will do exacting our post-Covid revenge, getting back out there in a big way. All we want coming out of this other side is the satisfaction for the things that we have missed.

There were some really interesting things that came out of the OAAA Harris Poll about how consumers are going to spend money moving forward. The top planned purchases were going to be shoes, smartphones, going out clothes, concert tickets and sporting events. There was also a McKinsey study which linked vaccination to higher spending on restaurants, entertainment and travel. So there’s a theme – we want to get out of the house, we want to get out of home, we want experiences with our friends, we want to be wined and dined, we want to go to concerts and we plan on dressing up accordingly. I find that to be fascinating specifically to out-of-home…as consumers are looking to get out of home there’s no better context than being outdoors.

When you think about Intersection – let’s use New York as an example – you have LinkNYC spread out across all of the city and not only on the street when you go to work, but now there’s a LinkNYC kiosk in the restaurant because restaurants have spread to the street. You’re sitting with a Link. You’re sitting with our media now and you’re looking up and maybe you’re going to see an ad for beer, and maybe that’s going to influence what you buy, or you’re going to see a brand promoting a concert and you’re going to go there next.

What is the feel of New York for you and Intersection right now?

New York for us is street side. I was in New York yesterday and I’m in the city quite a bit. I went to Hudson Yards and it was packed, you can’t get a reservation anywhere. Office attendance is still quite staggered, but rent is back up, there are lines around the corner for apartment showings. The Geopath impressions for LinkNYC are back up to almost pre-pandemic levels.

Tomorrow, Esther will talk about brands which didn’t pull in their horns and have come out of Covid stronger. Spoiler alert: Intersection was one.

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