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Outdoor Plus - Malls

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by

Almog Golani

on 6 November 2015

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Transcript of Outdoor Plus - Malls

Why
Shopping Malls?


The first national network of fully animated large format screens in the UK
Fully WiFi enabled – delivering the opportunity for rich content and added connectivity with viewers and emerging multichannel shopping trends
To an audience open to contact
Ongoing commitment to flexible planning and trading
In Summary
Digital Malls –
A Summary

Tapping into Multichannel Shopping Habits
Location-based vouchering
Product content such as reviews / product range – as well as rich content such as full animated clips or online ads
Source: Deloittes
Multichannel shoppers spend on average 82% more than those who just shop in store
Tapping into Mode and Mindset
Branding creative
Price promotion
Destination-led creative

And then there’s also …

Time part and Day part
Dynamic copy
Live feeds (eg RSS/Social Media/online content – including full animation)
Planning and
Creative
Opportunities

Loop Length: 50 seconds
Ad Slots: 5 x 10 seconds
Creative: static digital, dynamic digital, full motion
Media: branding, daypart, timepart, live feeds, location-based vouchering
Ratecard: £2,500 (2wks per slot)
Outdoor Plus Digital Malls
50s
Bluewater Upper Mall
Proximity Product
Outdoor Plus
Digital Mall Screens

Located in 16 of the UK’s top shopping malls, including Bluewater in Kent, Lakeside, Manchester Arndale and Metrocentre, Gateshead
The first network of large format point-of-sale screens in malls offering full motion and dynamic creative ability
All screens WiFi enabled, delivering the opportunity for rich content (such as live streaming updates) and added connectivity with viewers
Located in prime locations within each mall to ensure standout and th time for connectivity
Delivered with the Outdoor Plus commitment to flexible planning and full accountability
Iconic locations
Digital
Service
Flexibility
Good to do business with
Pushing boundaries
Accountability
London Centric
Quality
Malls
£317 billion
Pattern of UK retail spend
£29 billion
£26 billion
£309 billion
Source: Verdict 2011, Centre for Retail Research, CBRE

Mary Portas, The Portas Review 2011
The shopping mall has changed beyond recognition. Developers have built highly successful, immersive 21st Century entertainment centres. Bringing together cinema premieres, world-class restaurants, bowling alleys, art galleries and luxury brands – replacing the lightless, soulless experiences of the past
Agenda
Why Shopping Malls?
Outdoor Plus
Mall Product
Planning & creative opportunities
Summary
RATIONAL
EMOTIVE
Shopping Mall Behaviour
Bluewater Upper Mall
Proximity Product
Mall
Digital
Network

Young couples
55yrs +
Open to information
Positive mindset
In
shopping mode
Youth
Why
Outdoor
Plus?

Families
Source: Wired Media, Deloittes
71%
go onto to purchase
from the physical store
46%
42%
Mobiles + Purchase Decisions
Looking up prices
Checking availability in nearby stores
Outdoor Plus Shopping Malls
Digital Mall Distribution
ABC1s
high income professionals
4.8 BILLION
people
worldwide
own a mobile
phone
50%
of the
UK population
own a
Smartphone
Mobile internet usage is expected to surpass Desktop by 2014
High income audiences
Exclusive panels
2012
Extend Central London digital product. Planning+ Launch ultra-premium digital in Malls
2011
Launch iconic Central London digital screens. Acquire Big Sky Banners. Launch Halo Mega 6s
Outdoor Plus Timeline
2009
Sunday Times Fast Track 100 – a company to watch
2008
Outdoor Plus commits to 100% premium – creating the ultra-premium market
2006
Outdoor Plus is launched

40 screens across all 16 malls
Located only in highest footfall areas delivering best views and duration
Delivering over 12.9 million impacts over a 2 week period
Anchor stores include: John Lewis; Debenhams, House of Fraser, M&S and Selfridges
Category cover:
Fashion – 725
Telecoms - 162
Health & Beauty - 120
Travel - 48
National Template
Source: Trevor Woods

Tailor the shopping malls and number of screens you require
Screens located only in highest footfall areas delivering best views and duration
Regional Product
Full transcript