ADCentricity Case Study - Verizon 2009
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ADCentricity Case Study - Verizon 2009

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A case study outlining the results of a digital out-of-home campaign from 2009 for Verizon Wireless.

A case study outlining the results of a digital out-of-home campaign from 2009 for Verizon Wireless.

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ADCentricity Case Study - Verizon 2009 ADCentricity Case Study - Verizon 2009 Document Transcript

  • 
 –
Verizon
Wireless
Push
to
Talk
Case
Study

Campaign
Details
 Research
Conducted
By:

 
Campaign
Date:
June
2009
 
Target
 Audience:
 Male;
 “blue
 collar
 workers”
 with
 an
 average
household
income
greater
than
$40,000
 

 
Campaign
Objective
 

 
To
 use
 digital
 out‐of‐home
 as
 a
 competitive
 advantage
 in
 order
 
to
 target
 “blue
 collar
 workers”
 looking
 for
 cost‐effective
 Network
Categories:
alternative
to
a
wireless
phone
plan:
 

 Airports
• Increase
awareness
of
Verizon’s
Push
to
Talk
services
and
its
 C‐Store
 major
 advantages;
 cost‐effective,
 quick
 exchanges,
 group
 Colleges
 calls
and
coast‐to‐coast
coverage
 Entertainment
• Increase
 the
 amount
 of
 new
 Verizon
 wireless
 users
 and
 Gas
Station
 retainment
of
its
current
users
with
enhanced
plans
such
as
 Grocery
 Push
to
Talk
 Health
Care
• Reinforce
 Verizon
 Wireless’
 “reliability”
 and
 competitive
 Hospitality
 pricing
as
a
brand
 Municipal

 Office
Building
Campaign
Execution
 Personal
Care

 Residential
Working
with
Zenith
Media,
ADCentricity
was
able
to
identify
the
 Retail
target
 audience
 within
 vital
 geographic
 areas
 for
 the
 campaign.
 Shopping
Centre
Using
 ADCentricitys
 proprietary
 ad
 platform,
 ADCentral,
 over
 Transportation

3,000
 screens
 were
 identified
 across
 convenience
 stores,
 gas
 
stations
 and
 QSR
 within
 the
 zip
 codes
 of
 the
 top
 10
 DMAs.
 All
 
locations
 had
 a
 higher
 national
 average
 of
 blue
 collar
 workers
with
 an
 average
 HHI
 greater
 than
 $40,000.
 ADCentral
 crossed
the
 target
 profile
 with
 the
 venues
 types,
 occupation,
 age
 and
household
income
to
determine
the
venues
closest
to
the
target
audience.


Campaign
Results

Verizon
Wireless
and
ADCentricitys
newest
service,
Research
Lite,
a
partnership
with
Peoplecount‐
an
award
winning
research
firm
and
supplier
of
audited
out‐of‐home
circulation
data.


The
 study
 results
 determined
 that
 the
 digital
 screens
 were
 the
number
 one
 noticed
 advertising
 vehicle
 within
 each
 selected
venue.

• 79%
 of
 consumers
 noticed
 the
 digital
 screen
 within
 the
 environment
• 46%
 of
 all
 respondents
 were
 within
 occupation,
 age
 and
 household
income
target
profile

The
 campaign
 is
 expected
 to
 server
 more
 than
 17,000,000
 Toronto
|
New
York
|
Calgary
|
London
played
 ads,
 with
 an
 audience
 impression
 of
 8,562,768
 (results
 Adcentricity.com
|
1‐888‐420‐3498
not
available
at
time
of
publishing).