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Christmas is just around the corner. However, we understand that this year is different, and advertisers face increased new challenges. With a second lock down in place, we’ve undertaken a new survey across a national representative sample of 1000 people to help advertisers plan their Christmas campaigns. We’ve uncovered how the latest restrictions will impact on Christmas purchasing and wider consumer shopping behaviour over the next few weeks and into Christmas. For added context, we’ve also included pre second lockdown benchmarked insights from our Christmas tracker survey. And as we know, advertisers need flexibility and effectiveness more than ever right now, we give plenty of good reasons why Out of Home can help brands confidently address this year’s key challenges. No matter what happens.
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Flexibility for Advertisers
Why OOH This Christmas
Up to date audience insights looking at consumer behaviour at Christmas
How OOH is easy and flexible to plan and buy.
The role of OOH for advertisers this Christmas.
Inspiration Hub
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Audience Insights
Why OOH this Christmas
Further inspiration
Click here to see Case studies, Category Insight, Creativity and other useful resources.
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Christmas is just around the corner. However, we understand that this year is different, and advertisers face increased new challenges. We’ve included a roundup of the key insights from our latest survey carried out just after the UK government’s additional lockdown restrictions were announced - uncovering the latest consumer attitudes and behaviours for Christmas 2020, and how Out of Home can play a key part in reaching these audiences, so you can plan your Christmas Out of Home activity with confidence. For a quick summary, download a copy of our bite-sized guide to 7 reasons why brands should maintain essential OOH Christmas presence.
The Out of Home audience has returned, but it's different… Powered by Clear Channel Radar®, we’re closely monitoring mobile data to better understand how the returning Out of Home audiences are looking - giving you actionable intelligence to aid your campaign planning.
OOH Audience Hub
Clear Channel’s audience level of all environments
01/11 – 07/11 vs. 06/01 – 08/03/2020
81
%
Residential*
DIGITAL
CLASSIC
n/a
13,590
Parks*
84
5,371
Asda + Sainsbury’s*
85
679
Retail Parks**
83
308
1,508
Malls*
57
446
Local High Streets**
879
5,738
Secondary City & Major Town Centres**
69
1,177
2,594
Major City Centres**
47
915
1,667
*based on Clear Channel panel information **based on CACI retail catchment areas, more info here
For added context and to give you an overview of general consumer sentiment, intentions and behaviours towards Christmas 2020, we’ve also included pre second lockdown benchmarked insights from our Christmas tracker, including insights into Christmas grocery shopping and Gen Z and Millennials.
Christmas tracker insights (pre second lockdown)
The latest study took place on the week commencing 05/10/2020. With comparisons being made against the previous period, week commencing 31/08/2020.
How are consumers feeling?
When will Christmas start?
How will consumers shop – the grocery shop
How will consumers shop – Christmas day
Consumers are already thinking about Christmas…
are feeling uncertain about Christmas this year
40
are excited about Christmas this year
37
think Christmas this year is just as or more important as previous years
79
Expect to spend the same or more this Christmas
73
Expect to spend £500+ on Christmas this year
45
Whilst there are lots of feelings of uncertainty, Christmas remains important and consumers are ready to spend.
Have already started shopping for Christmas
64
Still have over 50% of their budget left to spend on gifts
Expect to have started their shopping by November
82
Take time after finding a gift idea before purchasing
75
Online will be more important than ever, but the high street still has a huge role to play in influencing spend. Those visiting stores will be more task orientated than previous years.
How will consumers shop?
Expect to make all of their purchases online
10
Plan on using a mix of online and offline purchasing methods
Have already used a physical store for at least some of their gift purchases
80
Will plan what stores they go to ahead of time
65
Expect to use a smaller repertoire of stores than previously
66
Expect to spend less time in a store each visit this year
Price will be important, but not without being seen as a trusted and quality brand.
What do people look for in the brands they buy from?
Where do you find gift ideas?
The price is important to me when buying Christmas items
70%
I will pay more for Quality brands
I like to buy from brands that are socially responsible
I will be more likely to buy from brands I trust this year
I like buying from brands that are talked about
61%
60%
40%
What will influence brand choice?
A quality brand
Uniqueness
Brand ethics
A known brand
A stand out brand
The price
A trustworthy brand
79%
75%
56%
50%
45%
39%
Will be taking more time to consider the brands that they purchase from this year
48
Will be looking to buy from different brands this year
44
Christmas, but Different
Discover more about Why OOH this Christmas
Up to date audience insights looking at consumer behaviour at Christmas.
CLICK TO SCROLL
+7% pts
-4% pts
+1% pt
+13% pts
-3% pts
+3% pts
-2% pts
No Change
+4% pts
Gen Z and Millennials this Christmas
Younger people are more excited for Christmas and spending big in convenient one stop shop locations
60
Index 123
Feel excited about Christmas this year.
+20% pts
Have started their Christmas shop already.
56
+6% pts
Expect to spend £500+ on Christmas this year.
52
Have already purchased a Christmas gift from a Mall.
+15% pts
Intend on purchasing a Christmas gift from a Mall.
Gen-z’s and Millennials this Christmas
(Index = Gen Z and Millennials Vs. All Adults)
Index 111
Index 112
Index 113
Index 116
We’ve undertaken further research into the purchase journey of Gen Z and Millennials, uncovering the standout role of physical retail, malls and Digital Out of Home. Check out our new Malls Ceros experience to discover more…
Expect to make their food purchases within a few weeks of Christmas
Expect to make their alcohol purchases within a few weeks of Christmas
Expect to spend the same or more on food shopping this year
76
Believe that premium products are more important to them than ever before
29
Will be looking to buy from different brands than they have done in previous years
26
Expect to have multiple smaller Christmases this year
The last few weeks leading up to Christmas are still prime time for food and drink shopping, with people not holding back on what they spend this year.
How will consumers shop? – Christmas Day
will be stocking up earlier than usual
36
will be doing bigger stock up shops than usual
32
will not be limiting themselves this year
Will not be sacrificing quality for value at Christmas
50
Will be shopping locally this year
54
People will be grocery shopping earlier than ever. Still looking for the same luxury at Christmas that they always do, but this year turning to local stores to do the majority of their shopping.
How will consumers shop? – The grocery shop
The Out of Home Audience Hub has been specifically designed to keep advertisers and media planners as informed as possible about Clear Channel's audience delivery. Powered by the huge dataset behind Clear Channel RADAR®, we’re closely monitoring mobile data to provide granular insights of changing movement and behaviours, as well as further insight on attitudes and mindsets. It's Out of Home, but different...
All Audience levels
Difference
December
w/c 23rd
w/c 6th
March
38%
93%
+55%
93
Audience level is based on adsquare mobile data in proximity to Clear Channel sites 06/12 - 12/12 vs. 06/01 - 08/03/2020. Find out more about our baseline.
Audience levels based on Route v36 06/12 - 12/12
Total audience delivery by environment
1.8
bn
1.6
Total
Roadside
122
m
Supermarkets
98
Malls
of people are shopping at least once a week
87
This research captures consumer attitude and behaviour around Christmas 2020, in light of the UK government’s recent announcement on additional lockdown restrictions. The fieldwork took place on W/C 2nd November, shortly after the UK Government’s announcement.
Christmas in lockdown – key insights from our latest survey
Shoppers are still out and about
71
of people, if possible, are still planning to visit their family over Christmas
will be / will consider shopping between Christmas and New Year’s Eve
will now purchase the majority of gifts online
Two key Christmas audiences
Immediate Online buyers
will now purchase the majority of food online
27
will now purchase the majority of alcohol online
will now use a mix of online and delayed purchasing of gifts
30
will now use a mix of online and delayed purchasing food
will now use a mix of online and delayed purchasing alcohol
A mixture of the two
will wait to purchase the majority of gifts in-store
will wait to purchase the majority of food in-store
41
will wait to purchase the majority of alcohol in-store
43
Delayed In-Store buyers
of online shoppers will not be holding back their spending this year
of online shoppers will research a product further after seeing it advertised
increase in smartphone brand actions driven by OOH
+17
A closer look at Online and In-Store buyers
of people do most of the Christmas shopping in December
55
of people say it is important for them to see a product in person before purchasing it
of people look for inspiration at store
61
Delayed In-Store Shoppers
For more consumer insight - GET IN TOUCH
clearchannel.co.uk | @clearchanneluk
w/c 30th
pts
Download the guide
Download a copy of the full deck to get the bigger picture.
Brands should build awareness early.
Consumers seek trusted and quality brands.
Brands will need to drive consideration earlier in the purchase journey.
With our understanding of where audiences are and how they intend to behave this year, we can demonstrate why Out of Home is essential part of the media plan and how brands can use our portfolio to reach them.
Consumers seek trusted and quality brands
Research from Binet and Field proves that Out of Home is the most effective channel (alongside TV) making large shifts in brand effects such as trust as well as boosting brand fame.
Source: Toluna 2020
boost in brand fame versus non-users of OOH
+32%
27%
more likely to make large shifts in brand effects
TV
Outdoor
PR
Cinema
Sponsorship
Internet
DM
Press
Radio
Couponing
Sales promotion
Large Brand effects lift
Binet and Field, The Long and the Short of it, 2013
Brands that use Super Premium DOOH formats shift brand effects even further, with research proving how exposure elevates consumer perception that a brand is premium by 15%.
Powerful
Premium
Iconic
15%
17%
% Increase in consumers perception of a brand when exposed to Super Premium DOOH
Source: Brand Fame Uncovered 2016
Brands will need to drive consideration early in the purchase journey
As a result of Covid, consumers will be looking to make new brand choices this Christmas and are expected to be more task orientated when it comes to shopping. It’s therefore important for brands to drive consideration early in the purchase journey.
more likely to increase brand consideration
72%
Online
Likelihood to improve brand consideration
Source: Mesh Research Databank, 2011-2015
+72%
+71%
Consumers have already started shopping, Brands should build awareness early
Reach is the primary driver of effectiveness. With reference again to work from Binet and Field, it proves that channels which offer the highest reach (e.g. OOH and TV) will drive maximum awareness and are much more likely to increase profit market share.
% increase in very large business effects from adding media
Source: Binet and Field, Marketing Effectiveness in a Digital Era, 2017
Average daily Reach (UK%)
UK adults across Clear Channel’s national network
91%
UK adults across Clear Channel’s DOOH network
48%
Total Reach
DOOH Reach
TV has always played an important role for many advertisers at Christmas, particularly when it comes to the battle for the Christmas TV ad launch. OOH is proven to compliment the role of TV, improving its effectiveness as well as providing incremental reach when TV audiences are light.
OOH + TV
Boost in business effects
+17%
of 16-24s are light TV viewers (index 173)
33%
The launch of the Christmas TV ad is often a major event. TV, Entertainment and Streaming brands all use Out of Home to drive viewers on day of launch to major shows. Advertisers could look to use the same approach to further enhance the halo-effect of the big TV launch and increase the long-tail of social interaction.
Case Study: The Very Group
OOH can compliment TV and increase business effects
Very are a brand that use Out of Home to give them a physical presence and greater share of voice on the high street. It’s also a perfect example of how an advertiser uses OOH for both Brand and Activation. They start as early as September with brand led messages driving awareness and then narrow down into activation when they really need to drive sales around Black Friday and across December.
PARTYWEAR Location call out November-December
FASHION Daypart/weather activated September
CHRISTMAS Gift inspiration December
TOYS Subtle motion October
BLACK FRIDAY Dynamic product updates November
Brand
Activation
View Case Study now
increase in purchase consideration
+51%
average increase in brand equity
+33%
How can OOH drive action in store and online.
According to behavioural science professor BJ Fogg, a consumer will act on a trigger is they have sufficient motivation and the ability to perform the behaviour. Advertisers can adopt this approach when planning OOH to enable their message to drive action.
Are likely buyers sufficiently motivated to act at the moment they see your trigger ad? Motivation is influenced by: Pleasure/Pain: Will this give me immediate pleasure or reduce current pain? Or will it cause me pain? Hope/Fear: FOMO. Will something good happen if I do this now? Will I miss out if I don’t act now? Social Acceptance/Rejection: If I do this now are people more likely to accept me. Will it cause me to be rejected?
Motivation
Can likely buyers act when they see your trigger ad? Ability to act is influenced by: Availability: Can I purchase now? Money: Can I afford this right now? Effort: Do I have time to do this? How much mental and physical effort will it take?
Ability
MOTIVATION
ABILITY
Hope/Fear: You might miss out. Social Acceptance/Rejection: Other people are purchasing.
Money: Price clearly stated. Discounted price makes it appear even more affordable. Availability: Live stock update. Effort: Shop on mobile right now.
HOVER
How brands use OOH to drive online
To support Black Friday, Very used DOOH to drive online sales. Motivation was achieved using live Taggstar data showing how many products has been sold in the last 48 hours, which drove social proofing and FOMO. Ability was all about making it easy to purchase. Live pricing and availability ensured consumers could act now using the very mobile app.
Social Acceptance: Positive reviews.
Availability: Available now. Effort: Clearly states where to watch. Can watch on mobile.
ITV looked to drive audience online to catch up on the latest show on the ITV hub, which is available on mobile so consumers would watch instantly on their journey. The use of reviews adds the element of social proofing.
Pleasure: Free coffee fix. Hope: If I download the app, I’ll be rewarded.
Money: Free to everyone. Availability: Displayed during opening hours. Effort: In walking distance to Costa.
Following their stores being closed during lockdown, Costa enticed their customers back with the offer of a free coffee using OOH sites in close proximity to their stores.
How brands use OOH to drive to store
Availability: Displayed during opening hours. Effort: In walking distance with map making it easy to navigate to store.
Pandora reduced effort for consumers by clearly stating directions and walking distance to their stores. Results shows that 58% of people took an action after seeing this ad.
took an action after seeing the Pandora dynamic OOH advert
58%
Pleasure: Free Guinness. Hope: If I download the app, I’ll be rewarded.
Money: Free to everyone. Availability: Displayed during opening hours. Effort: Proximity to pub, with name and directions.
A great way for Alcohol brands to drive on-trade sales. Guinness offered free drinks at local pubs, clearly stating how many were still available and where to find the nearest pub.
Pleasure: feel good about donating. Hope: I can get an appointment if I act now. Social Acceptance: Other people in your area are doing it.
Availability: Appointments available. Effort: Directions and walking distance to nearest centre.
Using live data to display how many people were giving blood locally, and how many appointments were still available, the NHS saw a 55% increase in blood donor registrations.
increase in new daily donor registrations during the campaign
In Summary
Return to Main Hub
Advertisers need to consider a dual role of Brand and Activation.
Elevate the big TV launch
Uplift in sales activation effects vs non-users
+47%
Brands should be front of mind while consumers explore.
Smart planning means brands reach consumers in a buying mindset, either to drive sales in store, or online.
Store proximity
High Streets influence online spend
OOH drives search
Source: Stat 1 Toluna 2019. Stat 2: Standing on the Shoulder of Giants, Rapport
CLICK
Adshel Live
32%
Of online purchases still involve visiting a physical store as part of the journey
+54%
Increase in effectiveness
OOH + Search
1
CLICK TO REVEAL EXAMPLES
2
3
4
Brands will need to drive multi-channel sales.
What our audience insight tells us…
Our understanding of how consumers intend to behave this year gives us four key insights for brands planning for Christmas.
57%
are thinking about Christmas purchases
are more likely to buy from brands they trust
65%
84%
Plan to use a mix of online and offline stores
Make meaningful impacts that drive positive brand associations and increase consideration.
Brands should be front of mind while consumers explore, driving action both in store or online.
+
REVEAL AUDIENCE INSIGHT
will pay more for quality brands
will plan what stores they go to ahead of time
will be looking to buy from different brands this year
44%
How advertisers use OOH for Brand at Christmas
In walking distance to 20,000+ retailers
Influencing £1.7bn retail spend each week
650 full motion screens across Asda & Sainsburys
Reveal Stats
Elevate the big TV Launch
Brands are facing unique challenges this Christmas. Uncertain times and potential shifts in consumer behaviour mean that many brands will be preparing for several scenarios. The ability to adjust messaging and adapt quickly to the changing situation will be key.
Helping your Return to Out of Home this Christmas
How Clear Channel & Out of Home can help give brands the flexibility they need this Christmas.
Enabling brands to easily adapt messaging across the Christmas period.
Flexible Digital Out of Home
Helping remove any barriers to entry. Making OOH easy to buy with Clear Channel.
New favourable terms
DOOH will enable brands to adapt quickly with relevant, timely and considered messaging.
more engagement with timely messaging
18%
higher ad recall with localised messaging
Source: Posterscope, The Dynamic Difference, 2013; *Results based on creatives that included location based messages (DOOH vs DOOH) Adshel Australia, The Context Effect, 2016; *Contextually relevant DOOH ad vs generic DOOH ad
Why use DOOH this Christmas?
• Ability to change copy quickly • Flexible scheduling for timely messages • Location specific • Start/Stop campaign as required
Be Reactive
Utilise the flexibility of Digital Out of Home to react to the mood of the nation
Drove purchase consideration by
51%
Very used DOOH as their shop window, featuring dynamic product updates to show the most in demand products in that area.
Very
Live pricing & product updates
Topical messaging
Short term contextual copy
Reactive content
Wrigely’s Extra chewing gum reacted to a moment, with this fun but topical campaign. Driving both the product and an important message.
Wrigley’s Extra
Amazon reacted quickly to the announcement of the royal engagement by tailoring a piece of copy within their existing Amazon Echo campaign.
Amazon
Budweiser used timely messaging to promote their new 4 hour delivery service during the FIFA World Cup. Messages were activated 4 hours before kick off, followed by post match reactive content.
Budweiser
CLICK TO SEE EXAMPLE
Use flexibility to your advantage
Research conducted by Clear Channel, JC Decaux and Posterscope looked at the increased effects of using context in Out of Home. Utilising the flexibility of DOOH can make your campaign work even harder. Advertisers can capitalise on reaching consumers in the specific moments and mindsets that are unique to the outdoor environment.
Cultural Moments
OOH environment as context
Seasonal Changes
Search Trends
+18%
Increase in brain response
+16%
Increase in sales effects
Increase in Ad Recall
Right message, right time
How advertisers can adapt their creative to respond to shifts in consumer behaviour this Christmas. Examples mocked up below of how a brand can easily switch their messaging from driving on trade vs. off trade.
Our new favourable terms
Flexible DOOH
Improved cancellation terms
Audience index pricing
Free artwork conversion
Start / Stop campaigns as required
Improved terms across 2020
Priced by up-to-date audience data
Free adaption of creatives to Clear Channel formats
Ability to change copy quickly
Flexible scheduling for timely messages
Start / Stop campaign as required
Location specific
Location Specific
increase in effectiveness when using contextually relevant messaging on DOOH
Say relevance is most memorable part of an advert
46%
Tesco used location specific copy to promote their flower range for Valentine’s Day and Mother’s Day. They kept the message simple, calling out their nearest store.
Tesco
Terms and conditions apply
Source: The Moments of Truth, Clear Channel, JCDecaux & Posterscope
Source:https://www.thedrum.com/news/2020/07/03/boots-among-brands-bracing-covid-19-christmas-no-other
Source: Very Black Friday Dynamic DOOH Campaign Research
Source: Adshel Australia, The Context Effect, 2016
Source: Sporting Moments research, 2018
Sources: Posterscope, The Dynamic Difference, 2013; *Results based on creatives that included location based messages (DOOH vs DOOH)
Insight
Case Studies
CATEGORY CONTENT
CREATIVITY
Drive Activation
Leveraging the power and flexibility of DOOH to build dynamic and relevant content
Data driven audience delivery for Clear Channel’s Out of Home portfolio
Return Audience Hub
Stronger Together - The perfect platform to boost video advertising
Social & DOOH
Prime & Push with Asda and Sainsburys Live
Science of Supermarkets
CASE STUDIES
Amplifying social influencer activity through OOH
Very Influencer
How Amazon brought to life Alexa through OOH
Guinness strike a chord with rugby fans
Guinness
Lighting up the World Cup with Adshel Live
How Very found their perfect Autumn/Winter moments for Christmas 2018
How retail went Dynamic for Christmas 2019
Retail – Christmas 2019
How OOH can give online retailers a voice on the high street
What’s next for Online Retail?
Out of Home Environments
Creativity
The OOH social network
Socialite
Asda and Sainsbury’s Live
The UK’s largest Digital OOH network
Case studies
Category Content
Key trends from gaming category
Gaming, But Different
Key trends from the Alcohol category post lockdown
Beers, Wines and Spirits
Use adaptable linked media experiences to connect with consumers at multiple stages of their purchase journey
Connections
Brands can be creative with data-driven campaigns that can drive purchases both in store and online
Dynamic
Be bold this Christmas with eye-catching installations across a range of OOH environments
Installation
To make a meaningful impact this Christmas, brands can activate a host of creative OOH executions to be front of mind with consumers. Our Create team are dedicated to producing engaging campaigns that are responsibly delivered. The team can work with you on your brief to find adaptable solutions that align with your brand’s positioning this festive season. Be inspired by some of the ideas below.
2D and 3D builds
Scent
Illumination
Countdown
Data
Distance
QR Technology
Sound
Social Amplification
Unboxing the purchase journey for Gen Z and Millennials
Big Up Your Brand Stories
The UK's leading malls video network
Malls Live
Touchless DOOH
Christmas, but different
