Less is more: An investigation into how different levels of localisation in out-of-home creative drive sales

Rory Steele and Jennie Roper

Applied Marketing Analytics: The Peer-Reviewed Journal, 2019, vol. 4, issue 4, 282-289

Abstract: Digital communications are becoming increasingly personalised. Numerous case studies demonstrate that the personalisation of digital communications drives sales. The majority of these case studies look at both one-to-one messaging and one-to-one media channels. The study described in this paper set out to understand the impact of localisation for out-of-home (OOH) communications using one-to-many broadcast media. The authors collaborated with SUBWAY® to test how different levels of localisation drove sales of SUBWAY subs. The results of this study contribute to understanding the sweet spot for localised messaging in OOH communications.

Keywords: behavioural science; out-of-home (OOH) advertising; fast food; sales uplift; localisation; personalisation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2019:v:4:i:4:p:282-289

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