Route launches Retail environments


The latest launch of Route brings an important new addition with the ability to analyse audiences to retail environments, including malls, pedestrian precincts and supermarket point of sale. This enables us to take a joined up and more comprehensive view on how we reach Out of Home audiences and reflecting real world planning and buying with the addition of important environments in the active space.

Our analysis of Route data to date has allowed us to optimise coverage levels and the number of panels we can buy against different audiences. For audiences across Out of Home, we can deliver more impacts with greater efficiency in a still-fragmenting media world.

Route data gives us the true flexibility to demonstrate which formats augment others most efficiently and now we can apply even greater insight to deliver more accountable planning across the retail space. As expected, the Mall audience is female-biased, but most significantly it is young, indexing highly for all age ranges 15-44, and upmarket. In short, highly desirable.

We are also using Route to show how TV audience impacts can be augmented and amplified using OOH. This is becoming a reality in light of TV inflation issues and simple dilution of a TV audience, particularly at the younger NGen end of the scale, where consumer change has made the biggest impact. OOH reaches light viewers and younger audience most efficiently and campaigns like Virgin Media’s Big Kahuna launch of its 4P services show that the tone and impact of TV content can be readily and effectively reproduced in OOH.

Furthermore, reference to adam&eve DDB’s Les Binet work on advertising profitability and the IPA’s recent publication The Long and the Short of It, cites a very positive effect of longer term brand building (relative to short term activation) on profitability. He reports that “Outdoor excels at brand building” and that “the best way to drive fame and saliency is reach!” Broad reach in advertising equates directly to bigger profits and reach is more important than factors such as loyalty in driving sales and profitability. In short, “using OOH doubles the chance of achieving brand fame and therefore sales and profitability”. The delivery of efficient and cost-effective reach of audiences is therefore paramount.

When applying these theories to our new retail data on Route, it is clear that the Mall audience in particular is broadly a mirror opposite of TV’s largely old, downmarket audience. This creates a strong environment to reach relevant brand audiences that complement roadside and other OOH formats and drive an efficient delivery of reach and impacts. Impacts’ indices for audiences such as 15-24s (140), 15-34s (122), Women (117), ABC1 Women (118), 15-34 Women (143!) and 15-44 Housewives (109) all demonstrate that attractive audiences to advertisers can be reached efficiently in a conducive and aesthetic retail environment. Even younger Male and Housewife with Children audiences can be targeted at weekends to great effect. These are the audiences of greatest interest to our media agency and client partners and we can demonstrate an accountable delivery of impacts that only improves media efficiency across the board.

The strongest effect of the new data is that it tells us we can reach around 25% of these key audiences in a two week period in just one environment. Obviously other OOH and media environments can drive greater coverage and impacts, but this presents a strong case for driving engagement in those environments where the consumer is active, in a positive and relaxed mindset (applying our broader insight to increase the value of Route). Increasingly this is also an audience that can be engaged via mobile and – through work we have enacted through our mobile partners at BlisMedia – able to work in tandem with advertisers to target integrated OOH and mobile messaging (i.e. reaching ABC1 women for car brand Seat in malls) and identify the real location of planning audiences through our access to smartphone data that unlocks location and real behaviour.

Although men index at 82 overall, this is still a higher audience composition than TV! The weekend is particularly a relevant period to target these and other audiences, with the added impact of couples and families able to make stronger purchase decisions. This can only help our implementational planning around digital OOH and the use of experiential in these environments.

We are also analysing the regional impact of mall audiences, but see these environments and non-enclosed precincts as a natural extension of roadside OOH, where reach and impacts can be generated quickly and to large audiences out of home. To complete the picture, Route now give us new insights into relevant media planning audiences, that agencies can be confident will help them reach their ever-demanding coverage and impacts targets.

We know that women get bored after 2 hours of shopping and men at just 26 minutes, but that we are spending longer in these retail and leisure destinations. With more to do in mall environments like Westfield, the Trafford Centre, the Bull Ring, Liverpool One, Trinity Leeds and Bluewater, we can now confidently show that media can really do its job quickly, efficiently and effectively within those timeframes.

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