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.

[Source: Six in Ten U.S. Adults Have Viewed Place-​Based Digital Ads in Last 30 Days. GfK MRI. 1 Aug. 2011. Web. 12 Aug. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.