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WARC’s Chiara Manco looks at 2020 WARC Media Awards winners that have used data to inform innovative out-of-home strategies.
Among winners of the 2020 WARC Media Awards’ Best Use of Data category, were many examples of effective uses of out of home. From the informative to the emotive, they show how data can enrich out-of-home communication through contextuality and personalisation.
Specsavers: real-time creative drives awareness and spurs action
Grand Prix winner Specsavers used first-party data to drive people to its stores for eye tests. Upon finding that the UK public was not averse to eye tests, but rather saw them as something to do ‘soon’ rather than ‘now’, it set out to trigger action by making test availability known. Through Manning Gottlieb OMD, Specsavers scraped data around its stores’ appointment availability and fed it into digital OOH that showed free slots for the nearest store. After a trial phase drove booking growth in test stores, the activity wa
Livestreaming Will Take Retail By Storm in 2021
And four other predictions about the future of commerce
Expect more changes to consumer shopping behavior in 2021.
Getty Images December 23, 2020
For many of us, 2020 was a year of endless monotony. For businesses, however, it was a year of immense upheaval, and perhaps no industry has had to adapt rapidly to new consumer behaviors more than the retail sector.
Livestreaming Will Take Retail By Storm in 2021 adweek.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from adweek.com Daily Mail and Mail on Sunday newspapers.