Adcentricity , North America’s largest aggregator and award winning strategist for digital out-of-home (DOOH) media, today announced that Verizon Wireless was the first advertising client to utilize Research Lite, a new extended service that includes pre-packaged and customized research studies to measure digital out-of-home campaigns in any North American market. With this turn-key solution, only available from Adcentricity , advertisers can take advantage of narrow focus campaign research around the medium and use it to gain deeper insight on the efficacy of the initiative or to evaluate campaign ROI, creative efficacy, consumer brand effect and sales impact.
Through a limited exclusive agreement with Peoplecount, an award winning research firm and supplier of audited out-of-home circulation data, Adcentricity can now offer comprehensive campaign insight for digital out-of-home through a research component that can be included within a campaign to gain a better understanding of a brand’s individual initiative.
This innovation is the first available packaged solution of its kind and will allow brands and agencies to easily and affordably (starting at $4,200) obtain detailed insight with defined criteria that are in-line with campaign objectives, including: Demographics , Awareness/Notice , Acceptance , Advertising recall ,(aided/un-aided) , Sales uplift , Brand awareness ,Top of mind awareness and Purchase intent .
“Research and ROI metrics are an essential element in any medium to garner widespread market adoption, especially in emerging mediums such as digital out-of-home. Adcentricity is addressing this issue head on with the introduction of Research Lite,” said Rob Gorrie, CEO of Adcentricity . “By offering an affordable service, we provide a certain level of accountability to the medium and an ROI solution that has traditionally been a challenge for advertisers to activate measures. We believe Research Lite will be a key service in driving the medium forward and getting brands comfortable with leveraging the true capabilities of DOOH in their campaigns.”
Verizon Wireless was the first to take advantage of the new service in a national campaign for its new “Push to Talk” service. Zenith Optimedia of New York created a hyper-targeted digital out-of-home media strategy with Adcentricity . The research showed extensive capabilities for targeting and messaging contextually within a digital out-of-home campaign. With the Verizon Wireless campaign, digital out-of-home screens were the number one noticed advertising vehicle within each selected venue amongst ten others advertising displayed. Further, 79 percent of consumers noticed the digital screen within the environment. The Verizon Wireless campaign effectively reached the targeted consumer within each market and venue in which it ran. Forty-six percent of all respondents were within occupation, age and household income target profile. The study also provided a deeper scope of insight for Verizon including: consumer brand perception, competitive services, purchase intent, market opportunity, ad creative impact and more strategic findings specific to the service and initiative.
The key service provider for the Research Lite option is Peoplecount. “We believe in what Adcentricity is doing with Research Lite and think this type of offering is an efficient way to help prove the value of the medium to the advertising community,” said Kelly McGillivray, President and Chief Methodologist of Peoplecount. “The campaign objectives that Research Lite addresses, from sales lifts to brand awareness and message recall, are the types of metrics advertisers are looking for to determine the success of their campaigns. Adcentricity ‘s Research Lite service is very solution oriented. The largest challenge in this project was developing ‘off-the-shelf’ packages to bundle cost-effective services that provide accountable data for the advertiser. Working with Adcentricity gave us greater understanding of their knowledge of digital out-of-home advertising and how the overall business services this space.”
Digital out-of-home media through research studies has been proven to be a very effective advertising vehicle for both brand advertising and retail efforts. A recent campaign actioned by Adcentricity for Samsung (wireless) resulted in a 49 percent increase in un-aided brand awareness. Other research has shown up to a 107 percent increase in same store annual carbonated soft drink sales due to digital out-of-home advertising, 55 percent brand recall and 90 percent positive impact on shopping experiences. Normally research initiatives are syndicated programs that involve several brands or are a major undertaking and investment by a brand across multiple disciplines. Being able to activate a research study on an individual medium, particularly through a single source aggregator, presents a complete solution for agencies and brands to initiate and evaluate campaigns effectively and efficiently.
Recently, Adcentricity announced a new full-service, cross carrier mobile marketing solution in order to allow advertisers to take advantage of the unique opportunities within digital out-of-home executions and activate consumer dialogues where they live, work and play. In 2008, Adcentricity launched its AdVenue platform, a robust solution that helps marketers plan campaigns based on business objectives and goals and target by region and venue type, along with specific demographic information. Adcentricity is also a member of the Out-of-Home Video Advertising Bureau, The ARF and POPAI.
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