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Mazda Seeks Ungettables at Gas Pump

  |  December 7, 2012   |  Comments

Outcast Media says it has identified a segment of consumers who are almost unreachable via most media. Luckily, there's one spot they reliably turn up at – the gas pump.

Outcast Media says it has identified a segment of consumers who are almost unreachable via most media. Luckily, there's one spot they reliably turn up at.

Outcast operates a television network pumping out a mix of content and ads to 15,000 screens at service stations in the US, reaching approximately 30 million viewers a month. The results of a study by Equation Research on behalf of Outcast were released yesterday, identifying a highly desirable consumer segment that's hard to get via most media - including digital.

Drivers aged 18 to 54 who are otherwise disconnected from traditional media, preferring online and mobile media, can reliably be reached at the gas pump, according to the research. This audience was identified via a mix of Outcast's proprietary research, Arbitron data and Outcast's network distribution. They drive more than 8,000 miles each year, live in the top 25 DMAs and have an annual household income greater than $50,000.

Outcast has dubbed them "The Ungettables."

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"The Equation study was to find out more about these consumers and their other media consumption," said Outcast’s co-founder and chief revenue officer, Nathan Gill."The contrast we saw was much greater than we expected. People that drive a lot tend to be busier and watch a lot less TV."

These folks resist TV commercials. Not only do they get up, change the channel or do something else, but 30.1 percent were at least somewhat likely to consider giving up the TV altogether.

The Ungettables are more likely than most to watch online video and stream content from their smartphones, and they're significantly more distractible than the general population. Only 23.9 percent follows brands on social media. They're also app-happy. There's an average of 22 apps on their phones, which is 58 percent more than the general population.

While they might be ungettable, or close to it, this segment is good to get. Previous research completed with MasterCard Advisory Group found that Outcast viewers spend more than $18 billion a year within four hours of fueling; that amounts to a 35 percent increase in spending on the day they gas up.

"What is the one thing they do every week where we have their attention?" Gill asked rhetorically.

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The Ungettables do notice out-of-home video advertising: 38.5 percent remembered an ad they'd seen at a gas pump in the last six months, compared to 31.7 percent of the general population. (Only advertising shown in movie theaters had slightly higher recall, at 39.8 percent.)

In an intercept survey by Lieberman Research in conjunction with Outcast for Mazda, consumers at the pump who were exposed to Mazda’s “Better. Stronger. Smarter.” TV campaign for the CX5 showed they were 55 percent more likely to consider Mazda the next time they shop for a new vehicle. The study also found 64 percent ad recall and 113 percent lift in interest in a crossover vehicle.

"Obviously, 100 percent of our consumers are drivers. Even though they are not on the path to purchase, they are still connected to their vehicle," Gill said. "It's a perfect opportunity for the automotive company to tell their story to a driver and a captive audience. And information about fuel efficiency makes it even more relevant."

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ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

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