Marketers to Fuel Growth of Fourth Screen

Just when ad industry experts and observers have grown accustomed to talking about the effects of 3 screens – TV, PC and mobile phone – on consumers, things change. The Nielsen Company is now reporting on the fourth screen – the video exposure that occurs in out of home locations. These screens are increasingly prominent in restaurants, grocery stores and doctors’ offices and their rate of exposure is growing. Earlier this month, I reported that digital out of home ad spending will exceed $2 billion in the U.S. this year.  In 2010, total out of home ad spending increased 5% to $6.1 billion.

Nielsen’s latest figures show the total numbers of exposures realized by specific marketers and where these exposures are occurring. In 2010, according to Nielsen, over 500 million gross minute exposures occurred per month for consumers over the age of 18. Top locations and ad networks were as follows:

  • Bars/​Restaurants – TouchTunes Interactive 228 million
  • Bars/​Restaurants – TargetCast 51 million
  • Bars/​Restaurants — AMI 42 million
  • Health Clubs – Zoom Fitness – 30 million
  • Retail – Best Buy – 29 million
  • Hotels – Hotel Networks – 29 million

In the last quarter of 2010, a 250% growth rate occurred for the “average minute audience for adults 18+ across 12 participating location-​based networks.”  According to Nielsen numbers, the audience skews male (58%) and between the ages of 18–49 (73%).

Mike DiFranza, President of Captivate and Chairman of the Digital Place-​based Advertising Association (DPAA) says “Quality audience metrics are the foundation of every media investment. Over the past two years the digital place based industry has transformed itself through the use of trusted measurement.” As the audience increases and marketer trust in measurement grows, more merchants will turn to the fourth screen of advertising.

[Source: Report: On-​the-​Go Ad Exposures are On the Rise. Blog​.Nielsen​.com.  14 Apr. 2011. Web. 28 Apr. 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.