Adrian J Cotterill, Editor-in-Chief
ABODE Media is a new digital out-of-home advertising network targeting premium residential developments and has just announced its UK launch in partnership with FIAT.
The network will showcase the new, limited-edition FIAT 500e Armani model across prestigious London locations including Battersea, Soho, The Strand, Chelsea and Canary Wharf during London Fashion Week.
ABODE is chaired by industry veteran Brendon Cook OAM, founder of Australia’s oOh!media, and led by former ECN Network founder Craig Cohen. ABODE Media has already installed over 100 screens in premium residential developments where the average household income is over GBP 121,000. The company plans to expand to 650 screens by year-end, focusing exclusively on premium and luxury developments that feature modern amenities such as swimming pools, co-working spaces, communal rooftops and cinemas.
“The rise in hybrid working and Britain’s leadership in online shopping has created a significant opportunity in residential DOOH,” said Chris Earnshaw, Managing Director of ABODE Media. “With Britons now spending an average of 18.5 hours per day at home and making 88% of their purchase decisions there, we’re offering brands unprecedented access to an affluent, engaged audience at their most receptive moment.”
ABODE Media’s launch network already reaches 35,000 residents with a combined disposable income exceeding GBP one billion. The company has secured exclusive long-term contracts with leading property groups including Ballymore Group, Galliard Homes and Canary Wharf Group, positioning it to benefit from the GBP four billion annual investment in premium residential developments across the UK.
“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,” said Sharon Pacitto, Head of Communications and Brand Experience (FIAT & Abarth). “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.”
The network launch coincides with data showing 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. This shift in purchasing behaviour, combined with sustained hybrid working patterns, has increased the strategic importance of reaching consumers in residential environments.
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