Connecting advertisers to affluent audiences
Ocean Outdoor has extended its London portfolio with the addition of Kensington’s first full-motion, large-format digital screen.
Monday, 19 Aug 2019 12:38 GMT
The screen is the first DOOH display of its kind in Kensington
According to YouGov, people living in Kensington and Chelsea are 5.9 times more likely to earn more than £100,000 a year.
The borough is well known for housing “city sophisticates” and “lavish lifestyles” with research proving that this demographic is 42% more likely to be “heavy out-of-home advertising consumers” who agree that large digital out-of-home (DOOH) advertising grabs their attention.
The screen, which was provided by Daktronics, offers a 1,408 pixels-wide by 512 pixels-high resolution and measures in at 5.5m-wide by 2m-high.
Located above the exit to Kensington Arcade, owned by Ashby Capital, the screen faces High Street Kensington tube station – an area which has generates a footfall of 12 million people each year.
The screen […] is a new opportunity for brands who want to target affluent residents, commuters and shoppers in one of the UK’s most established, busy retail and commuter environments”
Commenting on the addition to Ocean Outdoor’s portfolio, the firm’s chief marketing officer, Richard Malton says: “This is a new premium DOOH location with upmarket audiences, long dwell times and a high proportion of people (56%) who say they are impulse buyers.
“The screen at High Street Kensington is a new opportunity for brands who want to target affluent residents, commuters and shoppers in one of the UK’s most established, busy retail and commuter environments.”
With the UK luxury goods market estimated to reach £60bn by 2020, Ocean Outdoor anticipates the screen will succeed in connecting luxury brands to “the most attractive audience in London”, just in time for Christmas.
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