Digital OOH Is Truly Influential Advertising
The best practices in advertising dictate that a diversified and extended media plan is the most effective means to build brand awareness, reach targeted audiences and influence consumers. To date, television has been the most influential and viable option for Advertisers to reach mass targeted audiences based on consumer patterns.
With consumer maturity, divergent media options and changing audience lifestyles, the effectiveness of traditional advertising mediums is diminishing. ADCENTRICITY allows Advertisers to reach mass targeted audiences with more impact and, on average , higher value comparable to many traditional media options.
Digital Out Of Home (Digital OOH) is a combination of “attract” (advertising) and “sell” (point of purchase). The medium serves as a strong supporting medium for audience communication between major media points.
Recency is a fundamental of Digital OOH. In behavioural purchasing cycles, it is difficult to forecast when a consumer will be ready to purchase your product and be open to a brand message. Therefore, it's important to create a messaging frequency and "in between spaces" model to engage the audience .
The typical brand recall effectiveness of Digital Out Of Home Networks is over 30% vs. the average of 21% on television and 80% of all purchase decisions are now made in-store. For marketers representing retail brands, Digital OOH networks are a natural fit into a media mix and in some case studies have directly effected a lift in sales of up to 300% (same store sales). Generally speaking, products and services generally experience a 2-35% + lift from advertising on digital advertising networks.
Recreating the Value in Advertising
- Scale exists through ADCENTRICITY
- Frequencies match lifestyle visitation patterns
- Acceptance exists
- Awareness exists
- Recall is higher
- Recency is immediate
- Impact exists
- No more avoidance
- Great brand building
- Great incentive advertising
- Great CRM / behavioural grooming opportunity
Throttle Up Your Advertising
Digital OOH is a highly effective Direct to Consumer ("DTC") supporting medium reaching your mass and target audience at key touch points between traditional mediums.
It provides effective, efficient reach.
The Campaign Effect
1. Reach
Consider:
1000 convenience stores
Daily consumer traffic of 500 people per day per venue
x 30 Days
Gross Audience of 15,000,000/month
2. Frequency
According to a recent study, the average North American has the opportunity to view Digital OOH 6 times per week
Similar urban frequency models show frequencies of 20+ times per week
3. Acceptance
Consumers accept Digital OOH advertising at a rate of 60%.
4. Awareness
63% of those who see Digital OOH say it attracted their attention. 44% of adults say they pay a lot of attention to Digital OOH
5. Recall
Aided recall of Digital OOH is 35-47% compared to similar studies of media such as Television at 21-24%
6. Efficiency
ADCENTRICITY dramatically reduces the time and effort typically spent to plan and buy Digital OOH at scale and ensures you only purchase the media you require, eliminating wasteful spending.
