Online luxury retailer Net-a-Porter has launched an outdoor advertising campaign that displays real-time sales trends on a digital screen.

In a move that represents the eCommerce business's inaugural outdoor marketing activity, the campaign at London's Canary Wharf brings to life the 'Net-a-Porter Live' element of the site which shows the products women are buying globally, as and when they purchase them.

This live feed is incorporated into the advertising board, showing the exact items that are being purchased and the specific country in which the sale is taking place. The creatives behind the campaign have been developed by PSI with Havas Media International, in collaboration with Liveposter, with the campaign running on Ocean Outdoor's screen until 23 August.

Lisa Bridgett, global sales & marketing director at the fashion retailer, remarked: "This is an exciting campaign for Net-a-Porter, marking our first foray into using live content and digital out-of-home.

"The concept is extremely innovative and showcases our reach as an online shopping destination in the luxury womenswear market."

Leila Ratnani, international account director at Havas Media, suggested that Net-a-Porter has "raised the bar for online customer experiences" and described the new digital outdoor ad campaign as "a great opportunity" for the brand.

Net-a-Porter CEO Mark Sebba recently announced his retirement after 11 years in the role, a move that was marked by an elaborate company-wide send-off.

The fashion business, which was founded by Natalie Massenet and was acquired by Richemont for £225 million in 2010, is now looking for a successor to Sebba, who has assumed a non-executive role and will be on hand to aid the transition process following his departure.

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Ocean Outdoor

Havas Media International

PSI

Liveposter