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Research paper

Less is more: An investigation into how different levels of localisation in out-of-home creative drive sales

Rory Steele and Jennie Roper
Applied Marketing Analytics: The Peer-Reviewed Journal, 4 (4), 282-289 (2019)
https://doi.org/10.69554/LCUE5085

Abstract

Digital communications are becoming increasingly personalised. Numerous case studies demonstrate that the personalisation of digital communications drives sales. The majority of these case studies look at both one-to-one messaging and one-to-one media channels. The study described in this paper set out to understand the impact of localisation for out-of-home (OOH) communications using one-to-many broadcast media. The authors collaborated with SUBWAY® to test how different levels of localisation drove sales of SUBWAY subs. The results of this study contribute to understanding the sweet spot for localised messaging in OOH communications.

Keywords: behavioural science; out-of-home (OOH) advertising; fast food; sales uplift; localisation; personalisation

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Author's Biography

Rory Steele is an account director at MediaCom Scotland, where he has worked since 2012. As well as planning and buying a significant portion of the Scottish office’s outdoor communications, Rory plans across a range of offline channels and helps run one of the account teams, specialising in food/beverage and transport clients.

Jennie Roper is Head of Insight at Kinetic (A WPP Company). In 2014, she established Alfresco Labs — a behavioural science unit that specialises in real-life experiments underpinned by behavioural science to improve sales for clients. Jennie was awarded Nudge Awards in 2014 and 2016 for her contribution to behavioural science in the advertising field. Her work has been published in Campaign, Admap and the Guardian.

Citation

Steele, Rory and Roper, Jennie (2019, March 21). Less is more: An investigation into how different levels of localisation in out-of-home creative drive sales. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 4, Issue 4. https://doi.org/10.69554/LCUE5085.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 4 / Issue 4
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