Recently, Peoplecount conducted a research study on behalf of ADCentricity Corporation that speaks to the effectiveness of marketing through location-based digital media.
Peoplecount based the research study on an ADCentricity client in the insurance industry that ran a national campaign across the US comprised of both digital signage and “in-store” radio advertisements over a four-week period. The campaign targeted consumers in doctor’s offices, fitness centers and pharmacies. Towards the end of the advertising campaign, over four hundred intercept surveys were conducted with the objective to quantify media notice, brand awareness, advertising message recall, purchase intent and product usage, campaign influence, and basic audience demographics.
Key findings of the case study included:
Media Notice – 80% of respondents heard the radio ad, and 50% of respondents noticed the ad on the digital screen. Only 1% of respondents were not aware of any advertisements.
Recall – DOOH exhibited an exceptional recall of 68% of respondents, with 22% of those respondents recalling the advertisement unaided.
Purchase Intent & Product Usage – Speaking to the relevance of reaching the correct consumer with targeted advertising, 56% of respondents had independent insurance at the time of the survey, and 10% planned on purchasing insurance in the next twelve months.
Basic Audience Demographics – Of those surveyed, 60% were female and 40% were male. The ages of the respondents were 26% 18-34, 41% 35-54, and 32% 55+.
Overall the study found that venues with long dwell times, excellent screen visibility, and captive audience with few other distractions effectively combine to increase notice and recall.
ADCentricity is presenting the results as part of its Platinum Masterclass sponsorship of the Toronto iStrategy Conference, the 17th installment of the global conference series, occurring at the Intercontinental Hotel Toronto Centre on December 4, 2012.
iStrategy is a digital marketing conference for senior executives who believe that the success of their business requires a sound digital strategy. Topics explored at iStrategy span all digital media channels and online business models including: social media, search engine marketing and optimization, mobile, viral/word-of-mouth marketing, online branding, email marketing, display advertising, and more. The iStrategy experience combines keynote speakers, expert panel discussions, interactive workshops and unique networking opportunities.
At the iStrategy Conference in Toronto, attendees will have the opportunity to listen to a variety of top marketing executives discuss issues that impact their digital strategies. ADCentricity CEO Doug Woolridge will be participating in one such expert panel discussion entitled Cross-Channel Marketing in a Customer-Centric World, and sharing additional insights drawn from the Peoplecount research results. Asif Khan, Founder and President of the Location Based Marketing Association (LBMA) will moderate Cross-Channel Marketing in a Customer-Centric World. Rounding out the list of expert panel speakers are: Linda Cronin, VP of Integrated Marketing at Coca Cola; Shelagh Stoneham, SVP of Marketing of Rogers Communications; and Cameron Wykes, Chief Innovation Officer of kbs+ Canada.
ADCentricity is a location-based solutions company that provides a suite of products and services that drive consumer engagement by selling and delivering relevant, contextual and targeted content to all types of location-based digital media along the path to purchase. ADCentricity has worked with top agencies and brands across North America including; Starcom, OMD, Zenith, Toyota, American Express, General Motors, Samsung, P&G, Coca-Cola and Roche. ADCentricity has partnerships with over 90 location-based digital media networks representing 250,000 digital media assets, and industry partnerships including Computer Sciences Corporation, MDC Partners, The Neilson Company and Environics Analytics.
Peoplecount is an award winning research firm and a highly respected and innovative third-party supplier of audited out-of-home circulation data in North America since 1995. A division of the registered engineering consulting firm, Transearch Group Inc., with over fifteen years’ experience in out-of-home media research and measurement, we are in a position of leadership with a unique and thorough understanding of industry standards and acceptable audience measurement procedures.