Posts Tagged ‘ad skipping’
The Keys To The Kingdom of Retail Engagement | Daily DOOH
Posted by ddidier in advertising, small-business
Friday, 31 July 2009 10:05
The Keys To The Kingdom of Retail Engagement
Once upon a time a French medical anthropologist with the highly unlikely name of Dr. Clotaire Rapaille had a extraordinary idea. He gathered a handful people in a room of his upstate New York mansion and proceeded question them about their first ever experience with automobiles.
His goal was simple: to delve deep into his subject’s subconscious and bring out their most primal, emotive responses to cars. His research garnered some remarkable results that seemed to point to the fact that modern car design was all wrong and what consumers really wanted was something very different. The result of this research was one of the few automobile successes of the past few decades: the Chrysler PT Cruiser.
Now, what’s all this got to do with digital out of home, I hear you mutter? Well, there is a point to all this; just this week a joint venture was launched with The Marketing Agency , Emotion Mining and Merchant Mechanics that offers clients a ‘killer app’, as Alan Klein from The Marketing Agency calls it, for uncovering consumer’s subconscious attitudes to the brands they buy. In a very simplified nutshell, the research should provide the DOOH industry with some solid ground rules on the type of creative we should be playing on the screen to attract and engage consumers.
Dr. Tom Snyder, of Emotion Mining, explained to me how he sees this approach as a spring-board for strategists and creatives as they develop ideas and how it helps marketers get to the core of what consumers really feel about the brands they buy. He calls it a “rich harvest of subconscious imagery”
From my persepective, it’s an interesting idea that could have some real world implications in the digital out of home space. Little or no pre-research is done for DOOH creative, it’s usually cost or time prohibitive, but, if we began to mine some real, usable data that helps us figure out what creative triggers we need to develop to attract consumers in a cluttered retail space.
What I also like about this is that it’s not a numbers game, let’s leave that to the metrics guys, and really focus on the creative side of what we should be showing in-store. Of course, not every brand or product is going to have the money and time to conduct this depth of research, but who’s to say that within the next few years a company like Gillette wouldn’t dream of running an in-store commercial without first running a test like this. It’s a reality that’s coming closer and I think all retailers, creatives, marketers and the DOOH industry in general could benefit from taking a close look at what’s on offer here.
Read Full Article Here
Dylan Jones
Read while you pee! | MARKETING EXPOSED
Posted by ddidier in advertising, small-business
Thursday, 30 July 2009 11:45
Credit: Admit One
In this article from Marketing Exposed, the idea of restroom advertising is examined from the point of view of a female. It's interesting insight is a good indicator of the merits of out of home advertising.
A focus of the article is placement. This has been spoken of greatly and is of large concern to everyone in the digital signage space. Choosing bathrooms, as we have, has given us the ability to get right in the face of our viewers.
The end of the article gives some insight into the author's own experience - a very good idea of how to properly reach people and drive business. more...
Consumers Don’t Hate Ads After All, Survey Says
Posted by ddidier in advertising
Thursday, 16 July 2009 10:26
In this article published by AdWeek, Mark Dolliver digs into survey data just released by Nielson. It is encouraging to learn that people generally understand that advertising allows for people to enjoy many of the free services available. This brings questions about people's perception in regards to DVR's and other advertising - avoidance systems. Since people know that these systems subvert the companies paying for free content, will they shy away from using them to help those advertisers? Probably not.
The article goes on to break down interesting facts about people's trust in advertising's message. 82% Of Latin American respondents trust advertising overall as an information source to 72% for people in North America. Europeans seem far more skeptical ranking in at just 50% agreeing that advertising provides important information. It is my understanding that the Latin American market prefers home-grown localized media, whether it's newspapers or television versus the large scale networks and multimedia conglomerates North Americans are used to. This might help to explain their inhereant trust in advertising.
The article continues with a look at traditional advertising versus new forms of ad delivery such as the internet and mobile phones. What is interesting here is that 53% of respondents in Latin America trust internet advertising "at least somewhat", 42% in North America feel that way, and Europeans are at 36% for the same measure. As can be expected, people trust brand websites the most, with search engine advertisements ranking lower. At the end of the spectrum is mobile phone advertisements. People "at least somewhat" trust those ads at at a paltry 24%. There are definite problems with this group - especially with a lack of quality advertisers and an abundance of fly-by-night mobile providers.
Concluding this article is what we can expect as an overall trend for these emerging advertising mediums. People have increased their overall trust in brand websites from 60% to 70%, and cinema advertising from 38% to 52% from 2007 to today. This is a nod toward these new media outlets and I think it will harbor in more trust in other emerging forms of advertising. Expect mobile advertising and other captive audience networks to gain trust as they prove themselves to be valid outlets for top tier brands. As long as standards are maintained in these new ventures they will all follow suit and help to compete with the trust that Nielson is reporting in the traditional media sectors.
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DVR Use to Hit 50% in Two Years, Ad Skipping to Rise to 18%: DVR Inst. – MediaBuyerPlanner
Posted by ddidier in advertising
Tuesday, 7 July 2009 16:04
DVR Use is Escalating
There are a number of trends happening with DVR's and their use. Recently the Supreme Court declined to hear the case against Cablevision and their use of DVR's at their stations - eliminating the use of DVR's in user's homes.
Now comes this article from MediaBuyerPlanner that talks about the rising use of DVR's and avoidance of commercials. It is a double - edged sword: while it is convenient to skip a commercial, it is that commercial that pays for our free television content. Read below for more on this emerging trend:
DVR Use to Hit 50% in Two Years, Ad Skipping to Rise to 18%: DVR Inst. - MediaBuyerPlanner
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