out&about in the uk.
All you want for Christmas… Inside: - Festive Flexibility - Meet the out-of-home tribes - Engage your audience with interactivity - Supporting Movember - Alex Hollingdale and Chris Pelekanou join Clear Channel
Also... The Drum Creative Out-of-Home Awards
Issue 3 / 2012.
02/03
December is boom time for UK retail. With millions of shoppers hitting the high street this festive season Clear Channel’s flexibile campaigns let you reach your audience at the last point of influence.
The most wonderful audience of the year With December seeing the highest footfall across UK high streets, malls and supermarkets, Clear Channel can help you reach the millions of shoppers out and about during the vital festive retail period. Despite freezing weather in December 2010, weekly footfall in shopping centres and retail parks rose as high as 41% above the average month. According to the office of National Statistics, consumers spent 45% more in the retail sector in December 2011 compared to November 2011. During this busy period, out-of-home (OOH) plays a pivotal role in ensuring consumers’ minds are filled with brands’ messages in the r e ov y s ok urke ed run-up to Christmas o c t t and into the vital We llion stima i post-Christmas e l ion m n 1 0 t h a m il sales period. r
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Your media planning Christmas list Out-of-home (OOH) is the perfect medium to boost Christmas TV messages, reminding consumers of campaigns they have seen on TV when they are out spending money. TV, when combined with OOH, can deliver higher reach and frequency; by putting 10% of spend into OOH you increase reach by 34%.
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But it’s not just on the high street where consumers are spending more and more is being spent online by festive consumers. OOH is the ideal complement to online campaigns as smartphone users browse online on the move, driving search and purchases. The Boxing Day boom Boxing Day sales are the biggest high street and online retail sales period of the year, with the biggest day being Boxing Day itself.
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A flexible approach to Christmas and New Year campaigns
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Research group Experian says that in 2011, high streets and out-of-town retail parks saw a 21.5% increase in store footfall over the Boxing Day period compared with 2010. Richard Dodd of the British Retail Consortium said: “It [2011] was probably the biggest Boxing Day in terms of number of retail sales, the number of shoppers and the amount spent.” With the ability to boost TV and complement online messages, with consumers actively searching, sharing and shopping through their mobile devices, high streets predicting record audiences and shoppers keen to purchase throughout December and into the January sales, OOH is perfectly placed this Christmas.
At Clear Channel we understand that advertisers need a flexible approach from OOH. For festive messages we are offering a three-week campaign from the 10th to the 30th December. If your message is for Christmas only, we can offer a two-week campaign running from the 10th to the 23rd of December. For New Year we are offering a two-week campaign starting on the 31st December. If you are looking to get your message to the market before the turn of the New Year, we also have a three-week campaign from 24th December to 13th January. Any campaign taking advantage of the three-week deal will be fully posted by 31st December giving them maximum impact as we move into 2013. For any specific posting requirements please call a member of our sales team: +44 (0) 20 7478 2200 (national) or +44 (0) 161 888 1810 (regional).
04/05
News in brief
October saw Samsung use Clear Channel’s flagship Cromwell Road site as a key element of their out-of-home campaign for the recently released Galaxy Note 10.1. 2
Incorporating a 35m 3D cut-out of the tablet supported by two-metre high 3D hands, the special build brought to life various elements of the product along all six consecutive 96-sheet billboards at the site.
Clear Channel and Movember partner to raise awareness of men’s health Clear Channel is partnering with global men’s health change agents Movember to raise awareness and funds for men’s health, specifically prostate and testicular cancer. Clear Channel is supporting the Movember campaign with advertising space on our Socialite network in urban pubs and bars, for a three-stage advertising campaign to encourage both men and women to participate in ‘Movember’. Clear Channel’s Chief Executive, Matthew Dearden, said: “Clear Channel is delighted to be supporting the Movember campaign.
PLEASE SUPPORT CLEAR CHANNEL’S MO BROS & SISTAS.
Our market-leading urban ‘Socialite’ network of flexible digital advertising sites is the perfect format for Movember to deliver their innovative messaging to an engaged audience. The power of our unique network will ensure Movember’s campaign reaches as many people as possible.” JC, Co-founder of Movember, added: “We are humbled to have Clear Channel, who have been such a passionate Mo Crew over the years, generously give Movember their amazing spaces to have some fun with and create awareness for this year’s campaign.” www.movember.co.uk
Recognising creativity and innovation in out-of-home advertising The Drum has launched the Creative Out-of-Home (COOH) Awards in association with Clear Channel. The COOH Awards in association with Clear Channel is the UK’s only creative out-of-home awards and will recognise the best in outdoor advertising across the country. The awards will highlight the innovative approaches being applied to communicate brand messages. Among a number of wide-ranging categories will be awards for the use of traditional formats such as transport, special build, 48 or 96-sheet, while the digital categories will award use of mobile, interactive and landscape formats. Lynn Lester, Managing Director of Events at The Drum, said: “We are very excited to have officially launched these awards, giving creativity in out-of-home a prestigious platform to be recognised. We spent months speaking with potential supporters and from the onset Clear Channel were fully behind the idea, which speaks volumes for their dedication to creativity and to the sector as a whole. A big thank you also goes to our friends in the industry for their advice during our consultation process.” The award ceremony will take place on 22nd November at the Emirates Stadium, London www.creativeoutofhomeawards.com
“From the onset Clear Channel were fully behind the idea, which speaks volumes for their dedication to creativity and to the sector as a whole.” Lynn Lester, Managing Director of Events, The Drum
06/07
The out-of-home tribes New research from Clear Channel has revealed that there are numerous ‘tribes’ representing the key out-of-home (OOH) demographics. Here we profile five of them:
Fashionistas Fashionistas are social, mobile, urban, influential and affluent. They are spontaneous spenders, and when they spend, they spend big - more than the average adult on almost everything, from clothes and shoes to cosmetics and skincare to electronic equipment and household furniture. Despite the economic climate, more than two in three are still taking regular holidays, eating out in restaurants and visiting bars. They are 9% more likely than average to be talking to and influencing others – especially about fashion. Fashionistas generally aren’t big consumers of traditional media but still keep up-to-date with the latest fashions by reading women’s magazines. Fashionistas spend almost one third of their average day OOH – almost 20% of which is spent shopping.
Urban Partiers Urban Partiers are mobile, social, selfaware, influencers who live for the moment. Urban Partiers spend a lot of their money socialising – withdrawing cash and using their debit card more than average (+25%). They’re also more likely to go to pubs, bars, restaurants and order a takeaway than the average adult. Two thirds of this tribe travel abroad at least once a year – with 40% of holidays taken outside of Europe. A typical urban partier will spend £1,745 a year on holidays and will also spend heavily on clothes, shoes, games consoles, audio equipment and jewellery. Urban Partiers are almost never alone and are also significantly more likely than average to be talking and influencing others about mobile phones, technology, fashion and sports. Urban Partiers still use, but are among the lightest consumers
of traditional media. They are significantly more likely to be online and mobile. They spend almost one third of their average day out-of-home but this can rise to almost two thirds at weekends when they are spending more time in pubs and bars and are out and about socialising. Grey Pounds Grey Pounds are comfortable, conservative, traditional, quality seekers, who are secure and brand loyal. They like to save their money (90% have at least one savings account) but will happily spend money on the things they are passionate about such as holidays, outings and gardening. Grey Pounds will sometimes splash out on the odd big ticket item – and when they do, they are more likely to spend more than the average - 7% more than the national average on a new car. This tribe like to talk about and influence their nearest and dearest on what matters to them; their home, holidays and financial security. Grey Pounds are much more comfortable with traditional media than online. During the day they spend most of their time “out and about” (29%) as opposed to travelling (27%), which suggests they spend a lot of time out enjoying their retirement.
Yummy Mummies Yummy Mummies take pride in their appearance and their homes. They like to dress well, eat well and exercise. They are also interested in home decoration and providing a nice environment for their children. Yummy Mummies are best reached OOH as they spend more of their time OOH than consuming any other commercial media. Particular Clear Channel OOH formats that are key in reaching this audience are Adshel, Sainsbury’s point of sale and Digital Malls. Work Hard, Play Hards Work Hard, Play Hards are an ambitious, driven tribe. They want to get to the top of their careers and being a success in life is important to them. This tribe loves to socialise - visiting bars and restaurants regularly in their spare time. As a result of giving their all to their work and having an active social life, Word Hard, Play Hards are a time-poor tribe. They are best reached OOH as they spend more time OOH than consuming any other commercial media. The perfect Clear Channel OOH formats to reach the Work Hard, Play Hard tribe are Adshel, Socialite, LD6 and Digital Malls.
08/09
Bright future for interactive out-of-home advertising Consumers who took part in a landmark UK interactive outof-home (OOH) advertising trial, devised by Clear Channel and Kinetic, demonstrated high levels of engagement, long dwell times and an appetite for further interaction.
The trial ran for two weeks and analysed consumer interaction with a state-of-the-art interactive advertising panel on a busy London high street. The panel featured touchscreen, smartphone interaction, gesture control, gender recognition and facial recognition technologies. Stimulating 2,000 interactions from a wide range of consumers, the findings offered unique insights into how the public want to interact with OOH advertising, helping brands and creative agencies to develop and implement effective and compelling campaigns. The study investigated: • W hat makes consumers engage with interactive OOH • H ow it deepens the conversation with advertisers • H ow the overall experience becomes more rewarding for consumers • C onsumers’ preferences for sharing information.
“This research has helped cement our knowledge of the whole interactive experience and, added to our other insights in this area, helps us truly understand the roles touch, motion capture and mobile activation play in the communication process.” Nick Mawditt, Director of Marketing and Insight, Kinetic
Key findings • 9 2% of consumers said interaction makes an advert stand out more • 8 2% feel interactivity makes an advert more engaging • 8 in 10 believe interactive OOH advertising is a good way for brands to talk to people • 9 0% agree interactivity and consumer involvement makes an advert more effective in capturing people’s attention • 7 8% more likely to choose touchscreen to initially interact • O ver half of consumers prefer to use their mobile phone to leave details to continue the conversation with advertisers • 9 3% of participants said they are likely to notice an interactive OOH advert in the future with 3 in 4 likely to interact again.
“We work in partnership with our clients to deliver engaging, innovative campaigns which deliver tangible media benefits as well as fame and standout. It is important for us to be able to help brands create content appropriately and harness this powerful medium to maximise their return.” Neil Chapman, Head of Create, Clear Channel
10/11
Appointments Chris Pelekanou to join Clear Channel as Commercial Director
Clear Channel welcomes Alex Hollingdale as Product Director
Chris Pelekanou is to join Clear Channel in December in the newly created role of Commercial Director. Chris will be responsible for leading Clear Channel’s commercial division which incorporates all sales, marketing and product management functions. He will sit on the board and will report to Chief Executive, Matthew Dearden.
Clear Channel has appointed Alex Hollingdale to the role of Product Director. Alex will be responsible for the end-to-end P&L of all Clear Channel products, working alongside the sales team and other parts of the business to further develop partnerships between Clear Channel and its clients.
Chris will join Clear Channel from Guardian News and Media where, over the past 20 years, he has held a number of senior sales leadership roles in the UK, including Deputy Advertising Director and Commercial Director. Most recently he was promoted to Global Commercial Director, tasked with setting up and leading a commercial operation in New York. Within the commercial division, Richard Bon has been promoted to the new post of Trading and Portfolio Director. This will bring an integrated end-to-end view of the audience engagement opportunities provided by Clear Channel and the assets required to deliver them. To enable this, Richard will integrate the disciplines of trading, campaign planning, revenue management and product.
Chris Pelekanou
Alex Hollingdale
He will have accountability for representing products in the sales environment to maximise value, driving innovation and differentiation in the product portfolio. Alex joined Clear Channel on 22nd October from TalkTalk PLC where he was most recently Proposition & Profitability Director. Over the last seven years, Alex has held a number of senior commercial and product management roles within the organisation.
Alex commented: “I’m hugely excited about building and leading the new product management function at Clear Channel. With an array of industryleading products already in Clear Channel’s inventory and more on the horizon, I am looking forward to working with our partners to deliver even more innovative campaigns and a superb consumer experience.”
Beneath the surface out&about gets under the skin of Emma Newman, Marketing Director, Clear Channel 1. What is your greatest fear? Heights. 2. How do you relax? Supper and theatre with girlfriends.
5. What are your top three songs of all time? Dock of the Bay, Otis Redding, Purple Rain, Prince,
3. What would you spend your last £100 on?
Son of a Preacher Man, Dusty Springfield.
My family.
6. What app would you like to invent?
4. Who have you always wanted to see in concert (alive or deceased)?
One that could miraculously find my son’s lost school ties.
Otis Redding.
7. What’s your favourite recent campaign? Burberry Weather. 8. What is your greatest achievement to date? My son. 9. Who inspires you? All of those who followed their Olympic dream. 10. If you weren’t at Clear Channel, what would be your dream career? Either a country vet or the owner of a book/tea & cake shop. Try before you buy over a cuppa and slide of lemon drizzle cake – yum!
Contacts Matthew Walker D +44 (0)20 7478 2941 E matthew.walker@clearchannel.co.uk Guy Melzack D +44 (0)20 7478 2970 E guy.melzack@clearchannel.co.uk Photography Malcolm Menzies & Maciej Jablonski