A national media campaign that combined digital signage assets and "in-store" radio content successfully ran up its notice and recall numbers among surveyed consumers.
A research report from digital media agency ADCentricity and marketing analysis firm Peoplecount tracked a four-week campaign targeting consumers in doctor's offices, fitness centres and pharmacies.
Peoplecount conducted the research for ADCentricity and one of its insurance sector clients. ADCentricity is presenting the results at the global iStrategy Conference, taking place later today at the Intercontinental Hotel Centre in Toronto.
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.
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+.
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.
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.
With offices across Canada and the U.S., ADCentricity is a location-based solutions company with products and services for all types of location-based digital media. 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.
Research firm Peoplecount, a third-party supplier of audited out-of-home circulation data in North America since 1995, is a division of the registered engineering consulting firm, Transearch Group Inc.