Shopper Media leads retail out of home growth, up 8.4% in 2020

One of the categories hit hardest by the coronavirus pandemic, retail out of home is now bouncing back, with Shopper Media leading the way when it comes to growth.

Shopper Media achieved 8.4% growth, with retail outdoor bucking the trend for the wider out of home category, according to Standard Media Index (SMI’s) figures for 2020. It was also the fourth-fasted growing media group year-on-year behind Spotify and LinkedIn.

Shopper Media CEO Ben Walker said that outdoor is set for a strong resurgence in 2021. “We saw outdoor hold its third-place position behind free-to-air TV and digital for the month of December.

“Combined with continually strong results during the last quarter of 2020, this points to a solid resurgence for the media industry into 2021.

“Retail outdoor, or as we call it, retail out-of-home, staked its claim as the medium to watch, with its share up 4.5% to 24.6% of national Outdoor ad spend in 2020. This saw retail out-of-home leapfrog street furniture for the first time and continue to narrow the gap on billboards,” he added.

“Retail out-of-home also secured the highest share of digital-format ad spend of any in the outdoor category, with its proportion of digital vs static inventory growing to 92.8% in CY2020 (+1.1%).”

Recent research undertaken by Shopper Media found that animated advertising in retail environments is 201% more effective than static, and resulted in higher peaks of memory encoding.

Walker said the latest SMI results show that Shopper Media can offer “rich data and insights to clients and shopping centre partners” alike.

“Digital Smartlite panels offer the flexibility of online channels, however the messages cannot be skipped, turned off or blocked at the point of purchase.

“Combine this with contextually relevant shopping environments and proximity to purchase and retail out-of-home becomes a very compelling option for media buyers and marketers.”

Shopping Media currently has screens in around 400 shopping centres country-wide.

Walker concluded: “We look forward to continued growth across the out-of-home category in 2021 and we remain focused on delivering highly relevant and contextual campaigns to Australian shoppers.”


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