B&Q, Red Bull, Amex, Visa, Camelot all advertising on the network
Digital signage company Amscreen today announced that its Forecourt Network is being used by advertisers such as Amex, Visa, B&Q, Camelot, Red Bull and Lucozade to reach an audience of over 12 million people every fortnight. This figure is set to rise to 40 million per fortnight by June, when the network rollout is complete.
Amscreen is the official digital signage partner to major fuel brand BP and also independent forecourt retailers MRH Retail, Euro Garages and Motor Fuel Group. Its network of close proximity signage units has been installed in over 1,000 forecourt convenience stores across the UK over the last year with more major forecourt partners to join the network in the coming months.
Simon Sugar, CEO at Amscreen commented: “Our Forecourt Network allows advertisers to access a significant volume of engaged consumers in locations where they are easy to reach and at a time when they are receptive to messages. The quality of the advertisers we have on board demonstrates the potential of the network as an advertising medium.
Our solution is underpinned by technology that ensures the screens are constantly connected and broadcasting the correct information, which gives peace of mind to our advertisers,” added Sugar.
Coinciding with the news, results from Electronic Point of Sale (EPOS) tests conducted for sales house Digicom on three of the advertising campaigns running on Amscreen’s Forecourt Network demonstrate that the medium is ideally placed to prompt consideration and purchase.
Tests were conducted on three separate advertising campaigns from brands in the soft drinks, chocolate bar and mint categories and all demonstrated sales uplifts of between 20% and 36%. The soft drinks brand showed a 20% sales uplift; the chocolate bar brand a 30% uplift; and the mint brand a 36% uplift. Initial results also show that this uplift continued into the ‘post’ period.
Chris Forrester, MD of Sales & Marketing at Digicom commented: “We are obviously very pleased with the results. They support our assertion that digital out of home advertising in the convenience sector is a powerful driver to purchase for consumers. The location of the screensin the forecourt network makes them unmissable and provides an ideal way to communicate last-minute buying prompts.”
The EPOS research is supported by research into impulse buying habits in forecourt locations, commissioned by Digicom through GfK’s national omnibus survey.
The results showed that consumers in forecourts are poised to purchase and often do so. 75% of respondents had made a non-fuel purchase in a forecourt store in the past 12 months. The most frequently bought impulse purchase items in these shops are chocolate confectionery, sweets and soft drinks.
·The GfK omnibus survey was conducted in December 2009
·Digicom is the UK’s only independent ‘Pure Play’ digital media sales house selling at national level to clients, media agencies and outdoor specialists
·In June 2009 Amscreen appointed Digicom to sell the BP Connect network of convenience stores
·Further appointments to Amscreen’s Powerleague and Healthcare networks followed
·In January 2010 Digicom was appointed to sell national advertising for Toni&Guy TV and Simply Media Salon TV
·The UK outdoor digital market was worth £72m in 2008 (source: Posterscope)
For more information
Hannah Jones / Sarah Henderson (Amscreen press office) at Frank PR – 020 7693 6999 / amscreen [at] frankpr.it
Liz Ross Martyn, Marketing Manager, Digicom 0207 399 0621 / 07806 640 303. More about Digicom’s approach and team at www.digicomoutofhome.com