Case Studies Demonstrate Impact of Video Ads in Shopping Malls to Gauge Consumer Awareness, Recall, and Intent
NEW YORK, NY — Adspace Networks is working with SessionM in order to gain insights into consumer awareness, recall and purchase intent among those who have seen the company’s ads on the Adspace network of mall-based screens.
SessionM, according to the company, measures real-time engagement enabling marketers to interact with customers at the precise moment of ‘experience delivery’ using surveys. Each survey is served using mobile geo-targeting technology to shoppers who have just visited an Adspace mall.
Examples of key metrics include:
A major department store enlisted Adspace to showcase the summer launch of an exclusive designer clothing line in an effort to drive store visitation and purchase in select markets across the country. The campaign generated a 70% lift in visitation, and 65% of those who saw the ad made a purchase that same day.
A millennial-focused cable network capitalized on Adspace’s target audience to promote their newest series in an effort to drive awareness and tune-in among female viewers. The network saw a 53% increase in awareness of the drama series, with 74% of those who saw the ad saying they planned to watch the show.
“Our relationship with SessionM provides us with the ROI that advertisers and agencies want to see in determining where to spend their ad dollars in today’s highly competitive video ecosystem,” said Amanda Sheplee, SVP Marketing, Adspace. “We all intuitively know that it’s beneficial to reach on-the-go consumers with impactful messages near point-of-purchase, and now the SessionM data provides the quantitative layer that proves the effectiveness of such ads.”
“Working together with Adspace, marketers can now rely less on recall and more on spontaneous reaction to any experience as it happens,” said Matthew Fratturelli, Head of SessionM Research and Insights Solutions. “This unvarnished data is invaluable to determination of real sentiment, purchase intent, and ultimately ROI.”
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media