The Power of Out-of-Home Advertising for Retail Brands
Out-of-home advertising is a crucial medium for retail brands to reach a dedicated audience of active and upscale shoppers. Leading retail brands trust out-of-home advertising for its effectiveness in influencing consumer behavior and driving impulse purchases. The out-of-home audience is highly relevant for retailers and shopping centers, with a strong recency factor in influencing purchase decisions. Outdoor advertising is the most recalled medium experienced before shopping trips, indicating its significant impact on consumer behavior. A receptive audience on the street demonstrates high purchasing intent, making out-of-home advertising a valuable tool for retailers looking to engage with potential customers.
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Presentation Transcript
Out of Home works for Retail brands
Leading Retail brands trust Out of Home EE 3.8m 1.9m 1.8m 1.8m 1.7m 1.4m 1.4m 1.0m 0.7m 0.7m 0.7m 0.6m 0.6m 0.6m 0.5m
People who see a lot of Out of Home are also dedicated shoppers Actively interested in retail and happy to share their views with others, both off and online (particularly male shoppers ) Young, in full time employment, upscale, high income, active and highly mobile HEAVY OOH CONSUMPTION Ad aware, tend to enjoy the shopping experience in store and online too, see online retail as a way to make life easier. Dedicated and frequent shoppers. Out and about, in an active mindset for product messaging, high propensity for impulse purchase.
Out of Home audience is highly relevant for retailers and retail centres Index 140.0 129 120.0 113 110 107 105 104 100.0 87 86 82 80.0 59 60.0 40.0 20.0 0.0 Shopped Department Store past 3mths Shopped Shopping Centre past 3mths Heavy OOH Heavy Radio Heavy TV Heavy Magazines Heavy Newspapers Source: Exterion Media, TGI Media Neutral quintiles 2014 Heavy quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium Index base All Adults
Outdoor is the medium experienced most recently before shopping Recency is a big driver of ad recall and influence 100% 88% 90% 80% 70% Outdoor is overwhelmingly the medium shoppers recall seeing or hearing most recently 60% 50% 40% 30% 18% 20% 10% 8% 10% 0% Seen or heard advertising 30 mins before shopping Outdoor Radio TV Internet Source: Last Window of Influence study, recalled advertising in last 30 minutes
Receptive audience: most people on the street are buying something Q: Have you bought or do you expect to buy anything during this trip out today? 85% bought or expect to buy something 26% 30% 15% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Already bought something Not bought anything but expect to buy something Already bought something & expect to buy something else Not bought and don't expect to buy anything Source: London Shopper Survey, Clark Chapman Research (324 random London street intercept interviews)
