Voice on the High Street

clearchannel.co.uk | @clearchanneluk

The high street has evolved into a marketing hub for brands, boasting an increased number of people looking for experience over function. Smart retailers are recognising that their high street physical presence is having a positive brand impact, and driving their online sales. In order to compete, it’s important for pure-play online retailers to find their place on the high street too. Out of Home media (OOH) has the ability to create the virtual shop window, inspire shoppers and drive sales, right at the heart of the high street. Here’s how three online brands are using Out of Home to find their voice on the high street.

Netflix have become one of the biggest advertising buyers in the entertainment industry - and that spend continues to grow as the company ramps up its original content programming.

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Be Confident

To find out more contact:

from 2017 to 2018

Source: Nielsen

65%

Colin Horan Client Partner - Retail

colin.horan@clearchannel.co.uk

Tell the world what you stand for

Netflix marketing spend increased by

Netflix OOH spend significantly ramped up in 2018

of online purchases involve visiting a store

32%

of all retail spend is influenced by a physical store

90%

Source: CACI – Halo Effect 2019

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more likely to notice DOOH in the past week

29%

Source: TGI, Q1, 2019 (Those who spend at least 6 hours a week watching VOD)

of UK households have two or more video subscription services

1/3

more likely to take action in response too OOH

35%

visit a supermarket at least 2-3 times a week

3in4

more likely to visit the cinema more than once a month

61%

Very.co.uk have a consistent high street presence, incorporating their wide range of products and sales messages to connect with consumers at the right moments throughout the year. Digital OOH was used to drive awareness of seasonal launches to build brand equity, forming a major part of a successful marketing strategy. YOY clothing and footwear sales for Very grew 15.7% in 2018.

Very.co.uk

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more likely to increase brand consideration

72%

Black Friday purchase consideration increased by

51%

Source: DOOH Research, 2018

Source: Clear Channel Trace

Out of Home campaigns are

Source: Clear Channel and MESH, 2016

Very used the screens flexibility to drive short-term sales at key moments using copy designed to trigger action. Creative incorporated Taggstar data to show how many items were being sold - reinforcing social acceptance. Data-driven dynamic creative allowed them to update in real-time to react to the demands of Black Friday.

Black Friday

To launch their Adidas range, Very combined their social influencer strategy with Out of Home. Using content created exclusively by three influencers at their launch event, content was amplified dynamically in real-time across Clear Channel’s Adshel Live network in London and Liverpool.

Influencer

Adding OOH to a social campaign boosts trust by

82%

Source: IPA Databank case studies 2004-2016

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To drive sales of Echo, Amazon used the flexibility of digital OOH to increase their voice on the high street. Clever and playful messaging delivered through multiple creatives, enabled targeting of audiences at the perfect moments.

Amazon Echo

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#keepitmoving

#giveitcontext

#beontime

Adding motion can increase engagement by

The day after Harry's proposal, Amazon celebrated with this smart, contextual copy.

In the countdown to New Year’s Eve, Amazon added context to their party playlist creative to create timely content.

Swoon delivered an always-on brand message on high streets nationally across the summer. The campaign provided a sustained presence in what has become a highly competitive homewares market. Digital OOH gave them the flexibility to change their creative to reflect trends, product availability and to incorporate sale activation messaging.

Swoon

OOH increases the effectiveness of Search by

54%

Source: Rapport, Standing on the Shoulders of Giants 2018

*Source: Kinetic, Digital Eye and Face Tracking, 2011

60%

Hover over these smart Amazon creatives to see how they have added richness to their copy.

more engagement with contextual messaging

32%

Source: Adshel Australia, The Context Effect, 2016

think that topical ads are more noticeable

70%

Source: Adshel Australia, The Context Effect, 2016

More Very moments

See more examples of how Very have used their Voice on the High Street

See the campaign on the street!

Alexa, take me to the case study.

Ability To Perform Behaviour Availability: - Live stock update Money: - Price clearly labelled

Sufficiently Motivated Social Acceptance/Rejection: - 46 purchased Hope/Fear: - Going fast

What s on sale?

Out of Home campaigns are

72%