Northern Irish shoppers were very busy over the Christmas period. Retailers were also actively promoting themselves with vibrant outdoor campaigns. According to the latest Kantar Media study, Northern Ireland shoppers spend, on average, £412 on Christmas presents, indicating Christmas as a crucial time for advertisers.
Christmas is a key season when it comes to jewellery sales. Lunns, the luxury jewellery retailer, ran a campaign on JCDecaux Première focusing on what Santa might be leaving under the tree. Meanwhile, Joseph Rea the Jewellers took advantage of the additional impact that innovation can bring to a billboard campaign with their annual Christmas specials.
Northern Ireland’s leading shopping centres were also busy running campaigns targeting Christmas shoppers. Fairhill Shopping Centre and Victoria Square opted to promote themselves across JCDecaux’s billboard and rail 6 sheet formats.
Looking at Nielsen ad spend figures for November, it seems that these insights have not been missed by media planners when designing campaigns for the Christmas shopping period. Retail was the number one category for outdoor ad spend and represented 36% of the total OOH market.
Outdoor advertising is key for reaching consumers in a shopping frame of mind. It cannot be switched off, builds frequency, and is the most consumed media in Northern Ireland. 1.4 million Christmas shoppers saw an outdoor campaign in the past week with 40% making a purchase in response.
For information please contact marketing@jcdecaux.ie
Source: TGI NI 2017, Nielsen 2017
