Targeting spend using OOH

Using Route and OOH to target high spenders

Data released by the Office of National Statistics (ONS) shows the amount of money households spend on a weekly basis broken down into different categories. Here we identify the regions with the highest level of spend across just two of the ten categories covered and align this with how out of home advertising performs in each region. More detail can be seen on our interactive in the latest data section here.

So first up, who are the fancy-Dans with the flash new threads? Who spends most on clothing and footwear?

image credit: Fragmented Portraits

ONS data shows that those in the South East of England spend the most on what they wear – 19% more than the GB average. This is driven by spend on women’s clothing. In support of this, Route data shows that those in the South East were more likely to have visited Topshop, Selfridges, H&M, John Lewis, Marks and Spencer and Debenhams in the last 12 months than the average.

Any fashion advertisers wanting to reach these high spending audiences with OOH advertising have plenty of options in the region. Route data shows that OOH ads in the South East can offer up to 46% cover of Brighton Top Shop shoppers on a Saturday morning and also reach 52% of Brighton’s John Lewis Shoppers.

The next category of spend analysed was that of cigarettes and alcohol. Let’s cut to the quick here, it’s Scotland spending the most money each week on booze according to the ONS’ data. The data shows Scots actually spend 14% less per week on beer and cider than the GB average, though this is offset by their penchant for spirits (where the Scottish spend is 59% higher than the GB average).

Not being ones to simply accept and propagate lazy national stereotyping, we took to the Route database to seek out something that may disprove this theory and we almost came up trumps.

We found that 43% of Scots go to a pub or bar on a monthly basis, lower than the GB average at 50%. Despite this, it would seem that there remains a thirst for this category in Scotland. Any advertisers looking to tap into this should be aware that OOH ads in Glasgow will reach 97% of Glasgow’s 131,000 weekly pub goers in a week, and also reach 46% of Edinburgh’s goers. By contrast OOH ads in Edinburgh will only reach 5% of Glasgow’s pub-goers.

So, whether advertisers are looking to capitalise on the spend of boozers in Scotland or fashionistas in the South East, Route data can be used to help demonstrate how different OOH environments can be used to effectively build regional cover.

In related news, an upcoming development to the Route dataset from the next release (R25 – published in December) will see subscribers able to create target audiences based on household spending across different categories and be able to plan on that basis. This development comes thanks to our data partnership with CACI.

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