December 21, 2010

Clear Channel Outdoor Holdings, Inc. released a new report entitled “Out-of-Home Advertising and the Retail Industry” in conjunction with MarketShare Partners, the leading cross-marketing optimization company. The study provides a comprehensive analysis into Out-of-Home’s (OOH) marketing benefits for the retail sector, which includes a broad, yet targeted reach to consumers on the go, tailored brand messages for precise geographic locations and an opportunity to strengthen brand image. It also evaluates an ideal media mix, showcasing how OOH works synergistically with TV, radio, print, and online to increase sales, profit and return on investment (ROI), with decreasing total spend.

“Whether it’s used on its own or combined with other media to extend a brand’s reach, OOH is a prominent media player in the retail marketing mix – one that should be heavily considered when developing marketing programs, according to this new MarketShare Partners report”

“OOH offers a creative, interactive means to engage with consumers at a high impression frequency in desired targeted locations. The latest report from independent research firm MarketShare Partners is further evidence of the immense value of OOH advertising, particularly as it relates to the retail sector,” said Debbie Reichig, Senior Vice President of Business Development and Marketing at Clear Channel Outdoor. “Retail is experiencing a crucial return to health, consumer confidence is showing signs of improvement and forward-thinking retailers are increasingly embracing the Outdoor medium as a means to revitalize sales even further.”

Amongst the other key findings:

* OOH allows retail marketers to connect with consumers while they are on the go by capturing their attention outdoors, close to retail locations;

* Marketers are also able to tailor their messages for specific geographic locations by varying their OOH advertisement for each local market;

* OOH allows retailers to strengthen their brand awareness by advertising their logo or striking images that evoke the brand;

* The most effective approach to utilizing OOH is through a coordinated, multiplatform media campaign, especially capitalizing on the interaction between TV and radio and OOH;

* New digital outdoor advertising allows retailers the ability to change their creative more frequently for campaigns, events, etc., in addition to being able to react to market activities in a timely manner.

MarketShare previously released an in-depth analysis of the value of OOH advertising when used in combination with other media in the “How Out-of-Home Advertising Works” report, released in October 2010.

For this report, MarketShare Partners developed a typical case scenario for a mature Big Box retailer based on actual data and learnings from MarketShare Planner. MarketShare Planner is a web-based expert system that furnishes marketing effectiveness analytics, which provides insight into OOH as an effective vehicle for marketers in the retail industry. The case example shows how OOH is underspent relative to its influence and the incremental sales resulting from an increase in OOH spend is greater than what would be experienced with other marketing media. OOH advertisement is known to reinforce brand messaging that a consumer has seen or will see in other media. In fact, overlaying a schedule of branded OOH ads can work in conjunction with the other media to make all the media more effective in reaching the consumer and driving sales. Moreover, in this case, the recommended OOH allocation is a five-fold increase going from $4 million to $20 million.

“Whether it’s used on its own or combined with other media to extend a brand’s reach, OOH is a prominent media player in the retail marketing mix – one that should be heavily considered when developing marketing programs, according to this new MarketShare Partners report,” said Rocky Sisson, Executive Vice President of Sales and Marketing at Clear Channel Outdoor. “The advent of new digital technologies has also impacted the OOH advertising industry in a positive way, allowing for truly immersive technology that compels consumers to engage with brands.”

For more information at http://www.clearchannel.com

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