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A media channel that competes with and complements others...
When it comes to advertising, brand building and activation are two terms that are used a lot. Brand building is all about priming all potential customers to put you front of mind, whereas activation, is about driving people to take an action. According to marketing effectiveness experts, Les Binet and Peter Field, it's a blend of the two that is the most effective way to optimise your marketing activity.
Out of Home advertising is proven to be an effective marketing channel for brand building with its ability to deliver broadcast reach for all to see.
With thousands of sites across the UK, reaching 91% of UK adults fortnightly, Clear Channel has the national scale to deliver an effective Platform for Brands to prime potential customers, that is trusted and safe.
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Driving action requires targeting likely buyers when they’re primed and in the market, leveraging the equity built through branding activity.
With the growth of digital, we have over 3,750 screens that provide the flexibility for brands to activate campaigns that drive people to take decisive actions, such as visit a store, go online, or make a purchase. We’re present across the UK’s top retail centres.
91
adult reach per 2 weeks *
Clear Channel estate
* Route 49
26
increase in profit *
Using OOH versus non-users of OOH
* IPA Databank 2004-16
47
uplift in sales *
OOH delivers Activation
* Standing on the Shoulder of Giants
A collection of industry studies that add robust evidence to why Out of Home should be a key consideration in media planning.
This study investigates the importance of brand trust and why it increases the likelihood of brand engagement. It explores how public media, particularly Out of Home advertising, are successful channels for delivering credibility, as well as how building trust through OOH drives brand consideration.
- Consumers are 36% more likely to engage with brands they trust.
- 1 in 3 say they trust Out of Home
This landmark three-stage research project proves how the use of contextually relevant messaging in digital Out of Home will increase its effectiveness by an average +17%.
This collaboration between Clear Channel, JCDecaux UK, and Posterscope demonstrates the power of relevancy in Out of Home to increase consumer brain response, ad recall, brand / creative rating, and sales response.
The Point of Search is a ground-breaking, collaborative Out of Home research study, developed in partnership between Clear Channel, Global, JCDecaux UK and Posterscope.
The research explores why people search, where they search, how specific attributes and priming factors of the out of home space encourage search, and how to optimise OOH advertising to maximise the search effect.
Understanding audiences
With ever-changing consumer needs, our Out of Home Audience Hub is designed to keep you up-to-date with the latest insight around their behaviours and feelings, to influence your OOH planning.
To get a copy of our Why OOH? deck delivered straight to your inbox, or to speak to a friendly member of our team, fill in the form and we'll be in touch.
