Consumers are getting used to seeing digital video in public places. But exactly how many people are watching these videos? And how does place-based video compare with the reach of other media formats? Marketers need answers to these questions to help them shape future media allocation plans.
Arbitron has new data on this topic. According to the firm’s most recent study, the reach of place-based video is highest for consumers who frequent public places. For example, place-based video has the greatest visibility in the following locations.
- Grocery stores 28%
- Shopping malls 27%
- Retail/department stores 20%
- Medical offices 20%
- Movie theaters 19%
But marketers can also use place-based video to reach specific demographic groups in other locations. Airports work well to target a population that is male, higher income and well educated. To connect with consumers between the ages of 21–24 and who are male and well-educated, marketers should concentrate place-based video efforts in bars and pubs. When it comes to influencing families with children living in the household, marketers may find their best exposure results occur at grocery stores, drug stores and quick-serve restaurants.
For now, place-based video remains an effective marketing tool. About 70% of consumers see a digital video in any given month. Nearly half of consumers remember seeing these videos. The best news for marketers is that 19% of consumers have purchased a product or service, previously unplanned, as a result of watching place-based video.[Source: Arbitron Digital Place-Based Video Study 2010. Arbitron Inc. and Edison Research. 2010. Web. 7 Jun. 2010]