Verizon Wireless ran a digital out-of-home advertising campaign in June 2009 to promote its Push to Talk services to male "blue collar workers" earning over $40,000 annually. Working with ADCentricity, Verizon identified over 3,000 digital screens in convenience stores, gas stations, and fast food restaurants in top markets that had a high concentration of the target demographic. Research found the screens were the most noticed advertising, with 79% of people exposed noticing them and 46% of respondents fitting the target profile. The campaign was expected to reach over 17 million impressions and 8.5 million audience impressions.

1.
– 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 ADCentricity's 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 ADCentricity's 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).