Human surveys add accountability to ad network of digital screens.
Adcentricity, a digital out of home advertising network, is launching a new service that generates research from DOOH campaigns across a variety of brand categories. The research will be available in a variety of packages, costing $4,200 to $50,000, that are bundled into the company's ad programs.
DOOH advertising is relatively new and has suffered from a lack of metrics that inhibits media buys. The data provided by the new service, called Research Lite, "will push the awareness and show the accountability of the medium," said Rob Gorrie, president and founder of Adcentricity, which was launched in 2007 and partners with over 80 networks to show DOOH advertising on 150,000 screens in locations ranging from grocery stores to gas stations.
Verizon tested Research Lite at convenience stores, gas stations and quick serve restaurants in an undisclosed market. A :30 spot from the Push to Talk campaign was played. Among the preliminary numbers Research Lite generated from the research are that 46 percent of respondents fit the demographic profile Verizon sought and 79 percent said the spot was the highest ranking medium at the location, which beat other media ranging from static signage to counter displays.
Peoplecount is compiling the Research Lite data through personal surveys conducted at the DOOH locations. The surveys determine the demographics of the audience and their intent to buy or recommend the products. "We measure things like screen size, whether they're noticed, do they remember the message and whether they are going to take action," said Kelly McGillivray, president of Peoplecount. Individual creative executions can be tested to determine which works best.
Another program is planned for a financial services client that Gorrie declined to name.
Adcentricity's sales teams in New York, Chicago and Toronto will be offering Research Lite to existing clients and companies considering DOOH packages. The price of the research varies based on the size of the programs. More expensive research packages will cover more markets and provide more data, such as sales statistics for individual products, Gorrie said.
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