Clear Channel were proud sponsors of this year’s Retail Media Summit UK, where organisers SMG and The Path to Purchase Institute gathered thought-leaders and innovators at the forefront of retail media together to dissect the most talked about trends in Retail Media.
This year’s theme was The Great Retail Media Debate, and Clear Channel’s FMCG Strategic Partner Colin Horan was joined on stage by Arla’s Head of Media & Digital Rob Edwards to discuss whether Out of Home can still thrive in the world of first-party data and precision targeting.
The conclusion of course, was that it most certainly can. In fact, Colin kicked off the session with the bold suggestion that Out of Home is quite possibly the best placed channel to thrive in the era of Retail Media.
Often described as the oldest medium with the brightest future, Out of Home continues to evolve and continues to grow. Out of Home’s biggest superpower has always been broadcast reach, delivering 95% reach of UK adults every day (more reach than other media channel). Whilst performance channels and precision targeting play a role in the omnichannel mix, broadcast channels like Out of Home play a vital role in driving demand with light-category buyers, which is a proven strategy for brand growth.
And with the rise of Digital OOH, it has generated increased demand in the channel amongst FMCG marketers, with revenues up 22% in H1 2024. What’s most noteworthy is the rise in the reach that Digital OOH can now deliver, meaning it can now be considered a reach channel in its own right (reaching 84% of UK adults).
In the context of the Retail Media ecosystem, Out-of-Home (OOH) has therefore evolved into a channel that not only delivers that all important reach but also offers a number of key advantages unique to Digital OOH. This combination makes it the ideal blend of REACH & RETAIL.
Location: Natural real-world proximity to retail hotspots.
Clear Channel’s Adshel Live network alone (The UK’s largest DOOH network) is within walking distance to over 3,500 supermarket and convenience store chains – From Tesco to Co-op.
Data: Powered by 1st & 3rd party data to optimise campaigns.
Data-driven planning tools such as RADAR, are enabling smarter ways to reach audiences based on their real-world behaviour and purchase patterns. Additionally, live data is being used to fuel creative (DCO) to add context or nudge consumers to act.
Flexibility: Delivering the right message in the right moment.
The complete flexibility of Digital OOH means advertisers can deliver messages in the moments that matter, around key retail occasions or to drive increased mental availability through context and by connecting with category entry points.
Ultimately, Out of Home is now playing a much greater role along the purchase funnel, particularly in the consideration phase where we’ve seen an increase in effectiveness as marketers now have the ability to connect the right message, at the right time, to the right audience, and in the right location, at scale. The perfect blend of REACH & RETAIL.
Grab the popcorn, watch the session on-demand.
You can now watch the full on-demand recording of the session which also features a Q&A with Rob Edwards, who shares his perspective on how Out of Home is playing a crucial role for brands across the Arla portfolio.
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