Clear Channel UK has officially welcomed Centre:MK in Milton Keynes to its Malls portfolio, increasing the total number of Malls Live displays to over 600 full motion screens.
Centre:MK is one of the top 10 shopping malls in the UK and sees 24m in footfall annually, which means there’s large potential for conversion of shoppers as Malls Live provides a platform for brands to engage with consumers directly whilst out shopping. DOOH in shopping centres specifically has the power to activate consumers at key stages of the process, thereby influencing up to £12bn of consumer spend annually for Milton Keynes local economy.
Clear Channel UK also recently toasted the installation of their 3,000th Adshel Live panel, with recent additions in Derby, Sunderland and London (Lambeth). The Adshel Live network is the largest DOOH network in the UK, with screens in over 185 towns and cities.
As part of this expansion, Clear Channel UK has installed over 100 Waferlite screens that use up to 50% less energy. The Adshel Live network utilises 100% renewable energy and the screens are powered down between midnight and 05:00 to further reduce energy consumption.
Richard Bon, UK Joint Managing Director and Europe Commercial Lead, Clear Channel, told us “Not only do these significant additions to our digital Out of Home network unlock more opportunities for brands to reach consumers at scale – from leading shopping malls to busy high streets – but it also demonstrates the hard work and dedication of all teams involved from sales to operations across the UK. Digital Out of Home’s ability to shape consumer experiences in the real world, with flexibility and creativity at its core, is something we take great pride in and will continue to do so in the future.”
With the cost-of-living crisis impacting consumer behaviours and brands looking to optimise their retail strategies, influencing shoppers across a variety of retail environments has become more important than ever.
Clear Channel’s latest research revealed 60% of all UK retail spend is offline1. Additionally, 65% of people indicated that seeing and trying products in store is more important when money is tight while 68% of people were more likely to pursue experiences like visiting malls and high streets due to the cost-of-living crisis.
Brand and product decisions are being made later in the shoppers’ journey; 29% of consumers say they are still undecided on their brand decision until the final moment before purchase. With shoppers being 20% more likely to have a positive experience with Out of Home vs other channels on their shopping journey, Out of Home advertising has been identified as one of the key influencing factors that can have a significant effect on those decisions.