With all the buzz about online marketing and the importance of social networking, it’s easy for other media formats to be overlooked. But marketers are paying attention to what consumers do when they aren’t in front of their computers or playing with their mobile phones. For many marketers, an investment in place-based video is becoming a standard part of the media mix in order to reach consumers in new places. New statistics reported by GfK MRI shows that the strategy may be paying off.
Consumers are noticing place-based video in many destinations. The following data summarizes where adults saw video ads in the past 30 days:
- Stores 18.9%
- Shopping malls 14.9%
- Restaurants 10.8%
- Medical offices 10.7%
- Bars/Pubs 8.6%
- Airports 8.4%
- Gyms/Health clubs 7.1%
Overall, 29.6% of U.S. adults reported seeing place-based video ads recently. GfK MRI analysts say that younger consumers are more likely than older consumers to notice these ads. Men between the ages of 18 and 34 skew much higher than average when recalling place-based video ads in restaurants and bars/pubs. Women in that same age group tend to notice these ads in shopping malls.
Susan Danaher, President of the Digital Place-based Advertising Association (DPAA) points out that marketers realize place-based advertising is a solid strategy for connecting with consumers who are “particularly difficult to reach via traditional media options given their extremely active lifestyles.”
Given the numbers reported in this study, it seems safe to say that more marketers will be investing in place-based video in 2011. Marketers may also expand on the types of venues used when placing the ads and will try to target their messages to the captive audiences in specific locations.
[Source: Nearly One-Third of Consumers Viewed a Place-based Video Ad in Last 30 Days. GFKMRI.com. 19 Oct. 2010. Web. 3 Nov. 2010]