Mediaweek reports that Clear Channel and DoubleTake Marketing are bringing advertising to baggage carousels. Ads range from 20-foot segments to gigantic wraparound graphics that cover the entire belt. It will be interesting to see what brands go for this–travelers are certainly a potentially attractive advertising target, but nothing is more infuriating than waiting for your luggage to arrive, especially after a long international flight carrying thousands of bags! The image at right shows an example of brand advertising, but there are loads of possibilities to use a little humor and maybe even a contextually relevant call to action for travelers stuck waiting for their luggage. I’d love to see some efficacy measures for carousel marketing (consumer exit polls, perhaps?) because the physical movement of the belt opens up loads of creative ideas for narrative and engagement. Hope to see one next time I fly!
One of our Consumer Exit Poll clients is POP Radio, an innovative Out Of Home (OOH) advertising network with whom we worked to measure audience, reach and frequency across the many retail stores that feature this unique audio platform. We checked in with Gary Seem, President/CEO of Pop Radio, to find out how they are using OOH media to provide value for advertisers:
Gary, tell us a little about POP Radio.
POP Radio delivers audio advertising to consumers at the point-of-purchase in Grocery, Drug and Mass Merchandiser stores. We reinforce the brand message moments before the purchase decision is made — in a captive media environment — no channel surfing or tuning out. Unlike shelf-based in-store advertising, POP Radio reaches every shopper in the store, acting as an audio aisle directory to steer the consumer to the advertised product. Since most shoppers do not use a shopping list or make many unplanned purchases, POP Radio can be used to remind consumers about these “forgettables” — which works great for products from dishwasher rinse agent to candy and snacks (other than Halloween, who has ever put candy bars on their shopping list?)
How are you able to show your advertisers a return on their investment?
POP Radio is measurable in two ways. First, we have “media-ized” our audience measurement by working with Edison Research to quantify who and how many people POP Radio reaches. This was accomplished by utilizing Edison’s entrance/exit polling expertise. Here’s the press release for the latest study. Second, we utilize scanner data based testing to measure the sales lift generated by POP Radio. On average, POP Radio delivers a 16% sales lift across a variety of products in Grocery, Drug and Mass Merch stores.
What were your main goals when you took over POP Radio?
We saw the incredible potential for reaching consumers at the point-of-purchase in a captive media environment with an audio message. Our “passive” delivery (i.e. the consumer doesn’t have to do anything to be exposed to the media) reaches every shopper in the store vs. shelf based programs that only reach their target when they are in front of that specific category at the shelf. When we bought POP Radio in 2003, we were slightly ahead of the curve for the media craze for non-traditional and out-of-home media. POP Radio is at the right place, at the right time.
What are some of your greatest challenges?
Growing the network has been a primary goal and we have attained our targets with a current network of over 11,000 stores. We expect to continue bringing retailers into the network as the importance of reaching consumers at the point-of-purchase becomes even more critical. Also, convincing advertisers that in-store audio is effective and a useful tool for driving sales is challenging — but we have many of the “big guys” using POP Radio and see significant growth opportunities for ad revenue.
What are some of POP Radio’s biggest successes?
Fixing the business soon after we bought the company was very important. Our first major achievement was making the network 100% digital with no tape delivery and no store involvement in the delivery of messages. This gives us virtually 100% compliance and the ability to quickly change messages — down to the store level. Our second major success was measuring our audience in a manner that was accepted by the media world — including the major ad agencies. This resulted in several significant buys on POP Radio that were completely based on reaching target audiences and GRP’s.
What’s next for POP Radio?
That’s simple. Growth in retail coverage — including new classes of trade — and growth in converting advertisers to POP Radio. The combination of these two will result in very successful advertising campaigns for our advertisers, incremental sales of advertised brands for our retail partners and increased profitability for POP Radio.
For more information, check out the POP Radio Web site.
Engadget reported several weeks ago about this unique bus stop advertising display in Norway that actually produces “snow.” Tryvann Winter Park was looking for a means to not only engage potential visitors, but also to provide valuable information for skiers: namely, is it snowing? Since it could easily be snowing at Tryvann and sunny and warm(ish) in nearby Oslo, Tryvann needed a way to remind commuters and potential customers that despite the weather in Oslo, the slopes were ready and waiting for them just 15 minutes away–close enough for a last-second decision that might, indeed, be based on the weather at Tryvann.
Leading outdoor advertiser JCDecaux came up with a technology that allowed a text message from Tryvann to activate a display of swirling, fake “snow” in an otherwise clear glass panel. This technology provided Tryvann with a means to update their own display (by texting when snow was falling) and provide an engaging call to action to come vist the resort. What makes advertising like this so effective and, dare I say it, welcome is not just the “oh wow” factor of seeing it snow at a bus stop, but the fact that the display actually provided desirable, real-time data that a skier would want to know, catching that skier in transit and potentially at a time and place where they might consider a quick weekend trip to Tryvann. When out of home advertising is interactive and creative, it leads to engagement–but when it actually provides desirable information to a target in a receptive setting, it can be magic. Kudos to TBWA/Oslo, JCDecaux and Tryvann Winter Park for an innovative and effective campaign.
Edison Research, a leading market research company based in Somerville, New Jersey, announced the release of research that measured an increase in the total audience for POP Radio, LP (Point-of-Purchase Radio), a leading provider of in-store audio advertising in Drug, Grocery and Mass Merchandiser stores. This study updates POP Radio audience estimates originally released in 2007.
Edison’s clients include many of the nation’s largest broadcasting companies and music labels as well as Arbitron, Inc. Edison Research also conducts the election exit polls for the major television news networks and the Associated Press.
The research solicited consumer feedback to in-store audio as well as physically counted the number of shoppers exposed to in-store audio. The study found:
• The stores in the entire POP Radio network (including drug, grocery and mass merchandiser stores) have an average of 13.5 million daily visits from shoppers ages 12 and older every week. This is a 31% increase from the 10.3 million daily visits estimated by Edison Research for the entire POP Radio network in 2007. This increase is largely reflective of the increased number of stores in the POP Radio network.
• The stores in the POP Radio Drug Store network have a reach of 8.6 million people ages 12 and older every week.
• The stores in the POP Radio Grocery network have a reach of 19.8 million people ages 12 and older every week.
• The stores in the POP Radio Mass Merchandiser network have a reach of 5.3 million people every week.
• The average number of shopping visits per week is 2.41 times for the Drug store, 2.96 times for the Grocery stores and is 2.40 times per week for the Mass Merchandiser stores.
• The average length of a shopping trip in Drug stores was, on average, 18 minutes; it was 28 minutes in Grocery stores and 35 minutes in Mass Merchandiser stores.
• This research was able to provide measures national Gross Rating Points (GRP’s) to provide side-by-side evaluation of POP Radio with other broadcast properties by the media buying community. Unlike most nontraditional and out-of-home media, POP Radio can provide detailed GRP estimates for specific demographic targets. For example, the total daily reach of a commercial that runs once per hour on the POP Radio Grocery and Mass Merchandiser Networks and twice per hour on the POP Radio Drug Store Network would reach an estimate 7.1 million shoppers per day. This is the equivalent of a national rating of 2.8. This is a 37% increase from 5.2 million shoppers per day measured in the 2007 Edison Research audience survey.
The goals of the Edison Research study were to quantify exact audience delivery of the POP Radio advertising and to determine how many shoppers were exposed to in-store audio on a daily and weekly basis. The study results validated POP Radio current audience and revealed that a vast majority of Grocery, Drug and Mass Merchandiser shoppers are aware of messages delivered through POP Radio.
“Our research demonstrated that within Grocery, Drug and Mass Merchandiser stores, and over a demographically diverse sample, POP Radio reaches over three million shoppers each day in a captive audio environment. Many in-store media providers struggle with a quantitative method for calculating their audience. The simple methodology we employed for this study validated the POP Radio audience,” said Joe Lenski, Executive Vice President of Edison Research. “In advertising, repetition and frequency often drive results, and POP Radio delivers a hard-to-reach audience right at the point-of-purchase.”
In addition to physically counting shoppers in Grocery, Drug, and Mass Merchandiser locations, Edison Research interviewed shoppers about their shopping habits to determine frequency and length of shopping trips. The survey sample represented a cross-section of America, spanning multiple ethnicities and age groups. A cross section of stores in terms of geographic location and store size were included in the survey.
“We are extremely encouraged that the Edison study provides independent confirmation that POP Radio delivers such a solid audience and provides a powerful reach and frequency of consumers directly in the store,” said Gary Seem, President/CEO of POP Radio. “Edison Research has developed a very bullet-proof methodology – by simply counting the shoppers entering the stores and measuring time spent shopping – to prove that POP Radio is literally the largest radio station in the country, reaching millions of consumers in a captive environment at the point-of-purchase.”
To obtain an executive summary of the Edison Research survey, and learn how you can take advantage of POP Radio to target and influence consumers at the point-of-purchase, please contact Gary Seem, POP Radio at 802-362-9180.
Entrance and exit interviews were conducted by Edison Research at a national sample of Grocery Stores, Drug Stores, and Mass Merchandiser Stores from Monday, October 13th to Sunday, October 19th, 2008. Entrance and exit interviews were conducted at a national sample of Food Lion Grocery Stores from Thursday, November 13th to Wednesday, November 19th, 2008. A total of 3,950 interviews were conducted at 140 stores between 9AM and 9PM on all seven days in the week.
Edison Research recorded counts of the number of shoppers observed for each store in the sample. The calculation of total audience estimates is based upon the total number of stores in the network as reported by POP Radio Network as of November 1, 2008. The total number of stores reported in the POP Radio Network is 11,163 stores including 5,104 Drug Stores, 4,687 Food Stores and 1,372 Mass Merchandiser Stores.
About Edison Research
Somerville, NJ based Edison Research provides consumer market research and public opinion polling to businesses, governments, and news organizations throughout the world. Edison is particularly renowned for its Exit Polling techniques, and is the worldwide leader in the application of Exit Polling to consumer research. Edison Research, affiliated with many Arbitron research projects, also works directly with many of the largest American radio ownership groups, including Entercom, Citadel Radio, CBS Radio, Bonneville and Westwood One. Since 2003, Edison Research has conducted all exit polls and election projections for the six major news organizations–ABC, CBS, CNN, Fox, NBC and the Associated Press. To learn more about Edison visit www.edisonresearch.com
About POP Radio
POP Radio delivers in-store audio advertising to retailers including grocery, drug, convenience store and mass merchandiser businesses. The audio advertising, that is an overlay to the in-store music, is a comprised of retailer specific messages combined with third party national advertising. With the diversification of mainstream media, POP Radio has perfected the art of reaching consumers at the point-of-purchase, in a captive environment and only moments before the purchase decision is made. Founded in 1983, POP Radio has been delivering targeted audio advertising to retailers with proven sales lift results and a positive ROI.
As consumers are increasingly overwhelmed by the barrage of media messages delivered via traditional broadcast and print media, advertisers are searching for ways to more effectively reach and influence their prospective customers. POP Radio delivers audio messages, similar to network radio, yet in a captive environment and at the point-of-purchase where no channel surfing can occur and the consumer hears the message only minutes – or even seconds – before the purchase decision is made.
POP Radio delivers messaging – both national and local ads – to Grocery, Drug and Mass Merchandiser stores, while providing advertisers with a captive audience at the point-of-purchase. POP Radio is currently in over 11,000 stores. In addition to the Edison Research quantitative audience research, POP Radio has numerous studies of the effect on sales via matched panel scanner data research. Since 2004, these studies have shown a consistent average sales lift of 16% over control stores.
Joe Lenski, 908-707-4707
Gary Seem, 802-362-9180
Rags-to-Riches tale prevails over “Milk” in exit poll among Americans who have seen all five nominated films
Somerville, NJ. (Feb. 22, 2009) – In a first-of-its-kind exit poll of movie-goers who watched all five “Best Picture” nominees for tonight’s Oscars® program, the runaway winner was “Slumdog Millionaire.” Garnering 45 percent of all the votes, “Slumdog Millionaire” was the clear choice, besting “Milk,” which came in second with 26 percent of the votes.
The survey’s 915 respondents came from guests at the AMC Best Picture Showcasesm at AMC theatres around the country on Saturday, February 21. All respondents saw each of the five movies. Edison Research, the company which also performs the presidential exit polls on Election Day for the major U.S. television networks and news organizations, executed the survey.
The final results were as follows:
“Slumdog Millionaire”: 45%
“Milk”: 26 percent
“The Curious Case of Benjamin Button”: 12 percent
“The Reader”: 9 percent
“Frost/Nixon”: 8 percent
“Slumdog Millionaire” won among all age groups and both men and women, and was the preferred film at every theatre where interviews were conducted. “Milk” was the clear second place finisher, with “The Curious Case of Benjamin Button,” “The Reader,” and “Frost/Nixon” running far behind.
The AMC Best Picture Showcasesm creates a unique opportunity to find movie-goers who have seen all five nominated films. Edison Research Exit Pollsters were stationed outside a sample of the 97 theatres around the USA, collecting the votes from movie-goers after they had seen their fifth nominated film. Votes were called in and tabulated through the night at Edison headquarters.
Complete results, including viewers’ ratings of each of the five nominees, and a full methodology statement are available at www.edisonresearch.com/bestpicture.
About AMC Entertainment Inc. Headquartered in Kansas City, Mo., AMC Entertainment Inc. is a leading theatrical exhibition and entertainment company. With a history of industry leadership and innovation dating back to 1920, the company today serves more than 235 million guests annually through interests in 353 theatres with 5,105 screens in six countries. Visit www.amctheatres.com.
About Edison Research Somerville, NJ-based Edison Research provides consumer market research and public opinion polling to businesses, governments, and news organizations throughout the world. Edison is particularly renowned for its Exit Polling techniques, and is the worldwide leader in the application of Exit Polling to consumer research. To learn more about Edison visit www.edisonresearch.com.
Oscars® is the registered trademark and service mark of the Academy of Motion Picture Arts and Sciences.