Clear Channel sets up Back to School ad package

Clear Channel Outdoor has set up a new outdoor advertising package aimed at the back to school market.

The outdoor advertising company has selected multi-format advertising solutions across its inventory, including 6-sheets, 48-sheets, 96-sheets and digital panels in shopping centres around the UK and on the roadside in London.

Around 85% of primary shoppers in households with children, who are expected to be in peak buying mode for the next school year, will have seen a Clear Channel outdoor format in the last week, according to TGI data.

Clear Channel has used proximity targeting to enhance its offerings, which it says will enable clients to talk to target audiences at the right place and at the right time.

The company has worked with Acacia Avenue to develop consumer behaviour research, which found that proximity is a major factor in capturing consumers’ attention and influencing decision-making.

Pip Hainsworth, Clear Channel’s marketing director, said: “It is never too late for a touchpoint to impact a decision – big or small. Our work with Acacia Avenue has proven that proximity is key and often converts to an immediate behaviour.

“It can also act as a trigger for purchase or, in a retail environment, extend the store-front and build awareness.”

Clear Channel plans to offer ad space in proximity to Asda, Tesco, M&S, BHS, WHSmith and Ryman stores across the country.

The company also holds the contract for outdoor advertising with Sainsbury’s, reaching 25 million supermarket shoppers per fortnight.