1. Non-Traditional Advertising Channels in Barbados – Do They
Work?
The audience for non-traditional advertising channels has always been somewhat uncertain. While
surveys and sales data exist to facilitate estimates of the audience for traditional media – newspapers,
magazines, radio and television – little has been done to understand the audience for non-traditional
channels in Barbados.
In May 2018, as part of our Audience Analysis survey, Antilles Economics surveyed Barbadians to
understand their exposure to, interest in and recall of advertisements on non-traditional channels. This
SlideShare summarises the findings.

2. The best-performing offline, non-traditional advertising channels were ads on buses, bus
stops, billboards and adopt a kilometer signs and those sent to mobile devices.
Best-Performing Offline Non-Traditional Advertising Channels, May 2018
Percentage of persons that saw an ad on that channel in the previous 30 days
Takeaway: To support brand recall and remain top of mind for customers, brands can
consider advertising on buses, bus stops, billboards and adopt a kilometer signs

3. Interest in Ads by Non-Traditional Channel, May 2018
Percentage of persons that were interested in the ad
Although billboards, buses, bus stops and direct messages to mobile devices were seen the
most, respondents were most interested in ads in malls, movie theaters and restaurants.
Takeaway: For specific promotions, advertising within the sale environment may work best.

4. For more information about Antilles Economics Audience Analysis Survey, please contact us at:
246.253.4442
info@antilleseconomics.com
www.antilleseconomics.com
www.facebook.com/AntillesEconomics
www.linkedin.com/AntillesEconomics