The findings of a recent study were just released regarding bar-based digital advertising. The study found that the EXTREMELY valuable, yet hard to reach demographic of 21-34 year olds was extremely responsive to ads that were shown in bars using digital screens and billboards.
“An overwhelming majority - or 78 percent - of bar visitors surveyed could recall at least one of four advertisers that ran ads on bar-based digital screens and billboards according to the Zoom Media & Marketing survey administered by the media research firm Arbitron. Additionally, the survey revealed that brand aided recall ranged from 37 to 53 percent, confirming that people not only saw the ads on the digital screens, but remembered the advertisers.”
This is great news for advertisers, who have had a tough time reaching this highly influential demographic due to their tendency to opt out of ads through means such as Tivo.
But these findings are extremely significant. Out of the people surveyed, they averaged 10 visits a month to bars with an average staying time of 2.5 hours. That is 25 hours of time that advertisers could reach these people each month.
And not only do advertisers get long exposure to these people, but the power that they represent in the marketplace is significant.
“The survey revealed that the audience polled was overwhelmingly comprised of consumers who are early adopters of new products and services, as well as influencers among their peers and family. Additionally, over 79 percent of those interviewed said their friends and family seek them out for advice on new products and services, 87 percent indicated that they actively recommend new products to others, and 93 percent said that their advice influences the consumer habits of others.
'What this means is that our bar media reaches active, social adults who have the power to create strong word-of-mouth campaigns and profoundly affect consumer trends,' said Zoom Media & Marketing President, Dennis Roche.”
2 comments:
you'd think that people would usually be too drunk or busy socializing to notice any ads in a bar but i guess not. interesting post man.
-Omar
There are also the digital billboards. They are cool, but they will lose their cool. When I go out I do not want advertisements everywhere. LA already has 10 dollar drinks - can't I enjoy them in peace? Sure, they are cool now, but once the technology is so gosh darn cheap that everyone can utilize it, ads will be everywhere. For example, standard vision is the company that does the digital billboards. They are cool now, but once everyone does them, they will lose their 'cool factor'.
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