New DOOH network targets “luxury developments”

ABODE Media, a newly-formed digital out-of-home (DOOH) advertising network announced its UK launch in partnership with car manufacturer, FIAT.

The network will showcase a new limited-edition FIAT 500e ‘Armani’ car model across a range of London locations including Battersea, Soho, The Strand, Chelsea, and Canary Wharf. The campaign has been designed to coincide with London Fashion Week, as a nod to the Armani fashion brand.

ABODE has been created with a focus on targeting what it labels as premium residential developments. The company has already installed over 100 screens in residential areas where the average household income is over £121,000.

The company plans to expand to 650 screens by year-end, focusing exclusively on ‘luxury’ developments that feature modern amenities such as swimming pools, co-working spaces, communal rooftops, and cinemas.

The DOOH network is chaired by Brendon Cook, founder of Australian company oOh!media. Craig Cohen, former founder of the Executive Channel Network (ECN), is ABODE’s chief executive officer and founder. Chris Earnshaw is its managing director.

Speaking of the new company, Earnshaw says: "The rise in hybrid working and Britain's leadership in online shopping has created a significant opportunity in residential DOOH. We’re offering brands unprecedented access to an affluent, engaged audience at their most receptive moment."

According to ABODE Media, its launch network already reaches 35,000 residents with a combined disposable income exceeding £1bn. The company has reportedly secured long-term contracts with property groups including Ballymore Group, Galliard Homes, and Canary Wharf Group.

Sharon Pacitto, head of communications and brand experience at FIAT and Abarth, adds: “We’re thrilled to unveil the new FIAT 500e Giorgio Armani Collector’s Edition through ABODE’s premium residential DOOH network.

“It’s the ideal way to reach a luxury-focused, urban audience – particularly during London Fashion Week, when style and innovation are top of mind. FIAT is always seeking fresh formats and environments to speak with discerning consumers. ABODE Media’s network ensures we deliver our message in a premium and contextually relevant environment.”

ABODE has pointed to data released by The Times claiming that the UK leads globally in online shopping, with British consumers spending 8.8% of their annual earnings online compared to 4.3% in the US and France.

In a statement on the new campaign, the company says: “This shift in purchasing behaviour, combined with sustained hybrid working patterns, has increased the strategic importance of reaching consumers in residential environments.”