The Power of Location Starts Here

Research  Lite  Insight™  

RESEARCH LITE is an extended service that includes pre-packaged and fully customized research studies to measure digital out-of-home and in-store radio campaigns in any North American market.

With this turn-key solution, available from an exclusive agreement between ADCentricity and Peoplecount, advertisers can take advantage of narrow-focus campaign research around the medium. Data gathered is used to gain deeper insight on the effectiveness of the media impact and contribute to campaign Return on Investment and Return on Objectives evaluation.

This presentation highlights the results of a Research Lite Insight™ study performed for an American life insurance brand from October 10-11, 2012.

Study  Details  -­‐  Sept.  17  -­‐  Oct.  14,  2012  

Media Channels

•  Digital Signage •  In-Store Radio

Life Insurance Ad as % of Total Loop

•  Fitness Center 42% •  Doctor’s Office A 10% •  Doctor’s Office B 4% •  Pharmacy Audio 4%

Venue Types

•  Fitness Center •  Doctor’s Offices •  Pharmacy

Research Objectives

•  Media Notice •  Brand Awareness •  Brand Association •  Advertising Message Recall •  Purchase Intent & Product Usage •  Campaign Influence •  Basic Audience Demographics

Basic  Demographics  

Basic Audience Demographics

•  60% Female •  40% Female •  26% age 18-34 •  41% age 35-54 •  32% age 55+

Media  NoEce  and  Recall  

In-Store Radio

•  80% noticed audio ad in the Pharmacy •  9% unaided •  70% aided •  7% recalled hearing an insurance ad •  11% recalled hearing the branded advertisement

Digital Screen

•  50% of respondents noticed the digital screen ad •  28% unaided •  22% aided •  38% recalled seeing an insurance ad •  68% of respondents that noticed the screen recalled seeing the branded advertisement

Product  Usage  &  Purchase  Intent  

Brand  Awareness  

Awareness of Insurance Company Brands

(multiple responses)

• Competitor A 84% •  Client Brand 82% •  Competitor B 64% •  Competitor C 52% •  Competitor D 44% •  None of the Above 4%

Message  Impact  &  Ad  Influence  

5% “Much More Likely” to consider purchasing life insurance after viewing on-site advertisement

10% “Extremely Likely” to recommend featured brand after viewing on-site advertisement

Insurance Brands Seen/Heard On-Site

(multiple responses)

•  Competitor A 20% •  Client Brand 19% •  Competitor B 10% •  Competitor C 5% •  Competitor D 4% •  None of the Above 71%

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The Power of Location Starts Here