With uncertainly surrounding the on/off-trade balance, planning ahead will be tricky and brands may need to pivot back and forth with their communications.
As both on and off-trade audiences can be targeted easily through Out of Home, the flexibility of digital OOH makes it easy to switch between the two.
The latest Guinness campaign does exactly this, flexing between the on-trade and the off-trade creative. Ready for any situation that arises.
Research shows that when we go through significant life events that disrupt our routine, we make new brand choices. It’s therefore vital for alcohol brands to be front of mind to capitalise on each new shopping mindset.
A key strength of Out of Home’s is its ability to Reach 98% of the UK population, keeping a brand front of mind and influencing brand consideration.
5 ways alcohol
Consumer behaviour is constantly changing, new drinking occasions are emerging and the ongoing social restrictions are creating uncertainty around the on/off-trade balance.
We understand that advertisers are having to adapt their media, so we’ve looked at five ways Out of Home can help alcohol brands connect with the changing consumer.
5
Stay front of mind
OOH of home is proven to increase brand consideration
4
Own the occasion
Align your brand with the moments that matter
3
Make it local
Within walking distance to local convenience stores
2
Prime & Push
Influence supermarket shoppers at point of entry
1
Flex your message
Pivot between on and off-trade with Digital OOH
Likelihood to improve brand consideration
Source: Mesh Research Databank, 2011-2015
Outdoor
TV
Radio
Online
Press
+72%
+71%
As the off-trade continues to dominate, Supermarket POS screens offer a dual role for advertisers. Prime & Push.
Prime
The majority of grocery purchase decisions are made when shoppers are at the store. Advertisers can Prime shoppers and increase the likelihood of them choosing your brand when they arrive in aisle.
Push
But not all shoppers plan to make an alcohol purchase each visit. Brands can look to divert shoppers from their mission and Push them to an aisle they were not intending to visit. Pairing your brand with food can
be a great angle and give context to the message.
With consumers spending more time closer to home and supporting local trade, convenience stores have become more important as an avenue to grow off-trade sales.
Clear Channel’s Adshel Live network (the UK’s largest Digital OOH network) has over 2,200 screens within walking distance of a convenience store, with over
400 of those supporting Co-op stores.
Whether it’s catching up with friends in a beer garden, or popping out to pick up a bottle of wine after a long day working from home, new drinking occasions are emerging. The flexibility of Digital OOH gives advertisers the ability to own the occasion,
delivering the right message, at the right time.
On-trade
Prompting first drink choice in proximity to pubs and bars
Off-trade
Driving store purchase in proximity to supermarkets and convenience stores
Off-trade
Driving store purchase in proximity to supermarkets and convenience stores
On-trade
Prompting first drink choice in proximity to pubs and bars
650+
full motion screens at Asda and Sainsbury’s supermarkets
2,200+
Adshel Live screens within 500m of a local convenience store
+16%
increase in sales effects when OOH ads are delivered in the right moment
Need more info?
If you’d like to know more about how alcohol brands can get the most from their Out of Home campaign, you can get
in touch with our category expert…
Colin Horan
Client Partner
clearchannel.co.uk | @clearchanneluk
Send an email
Source: The Moments of Truth 2020
brands should
be using OOH
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