Research Lite Insight™ RESEARCH LITE is an extended service that includes pre-packaged and fully customizedresearch studies to measure digital out-of-home and in-store radio campaigns in any NorthAmerican market.With this turn-key solution, available from an exclusive agreement between ADCentricity andPeoplecount, advertisers can take advantage of narrow-focus campaign research aroundthe medium. Data gathered is used to gain deeper insight on the effectiveness of the mediaimpact and contribute to campaign Return on Investment and Return on Objectivesevaluation. 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 Venue Types Media Channels • Fitness Center • Digital Signage • Doctor’s Offices • In-Store Radio • PharmacyLife Insurance Ad Research Objectivesas % of Total Loop • Media Notice• Fitness Center 42% • Brand Awareness• Doctor’s Office A 10% • Brand Association• Doctor’s Office B 4% • Advertising Message Recall • Purchase Intent & Product Usage• Pharmacy Audio 4% • Campaign Influence • Basic Audience Demographics
Basic Demographics Basic AudienceDemographics• 60% Female• 40% Female• 26% age 18-34• 41% age 35-54• 32% age 55+
Media NoEce and Recall In-Store Radio Digital Screen• 80% noticed audio ad in the • 50% of respondents noticedPharmacy the digital screen ad• 9% unaided • 28% unaided• 70% aided • 22% aided• 7% recalled hearing an • 38% recalled seeing aninsurance ad insurance ad• 11% recalled hearing the • 68% of respondents thatbranded advertisement noticed the screen recalled seeing the branded advertisement
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 Insurance Brands consider purchasing life Seen/Heard On-Site (multiple responses) insurance after viewing on- site advertisement• Competitor A 20%• Client Brand 19%• Competitor B 10%• Competitor C 5% 10% “Extremely Likely” to• Competitor D 4% recommend featured brand• None of the Above 71% after viewing on-site advertisement
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