More Consumers Responding Favorably to Place-Based Digital Ads
Last week I highlighted statistics from PQ Media and the Digital Place-based Advertising Association (DPAA) that showed a quickly growing market for this media format. Newly released data from GfK MRI supports marketer interest in place-based digital ads. Over half of consumers say they are noticing these ads.
Statistics from the 2011 GfK MRI Omnibus Recontact Study reveals that 60.7% of U.S. consumers age 18+ have seen ads on video screens in the last month. And 64.1% of these consumers say they have an interest in these ads. In the GfK MRI study design, ‘interest’ cover consumers with both ‘considerable interest’ and ‘some interest’.
While the video place-based ads seem to be popping up everywhere these days, consumers are more likely to notice them in specific venues. These include:
- Grocery stores: 31.8%
- Quick-serve, fast-casual restaurants: 17.2%
- Warehouse/club stores 16.9%
- Shopping malls 16.9%
- Pharmacies 15.1%
- Coffee shops/cafes/delis 14.0%
- Medical offices 12.1%
Between 40% and 50% of consumers who noticed ads in these locations say they were interested in them.
Scott Turner, SVP of Agency and Advertiser Sales at GfK MRI, says “Place-based digital is one of the fastest-growing sectors of the advertising industry." PQ Media has valued the DOOH market at about $2.07 billion. With consumers growing increasingly difficult to target with traditional advertising, it’s easy to understand why marketers are turning to the place-based digital format to connect with shoppers as they go about their busy day.