Time as important as exposure for outdoor

It is refreshing to see that the outdoor and ambient media industry continues to grow, driven largely by research and data providing accountability for the sector (MW May 18). However, while footfall and frequency figures have given outdoor me

It is refreshing to see that the outdoor and ambient media industry continues to grow, driven largely by research and data providing accountability for the sector (MW May 18). However, while footfall and frequency figures have given outdoor media a more credible image, they do not create a common currency for all out-of-home media. This is virtually impossible due to the varied platforms that fall within the bracket.

In today’s cluttered media environment, the time spent with an advertisement is just as important as exposure levels. This is reflected by

an increasing number of brands utilising out-of-home media to create touch-points for consumers to connect with the brand.

Independent research commissioned by Alvern Media revealed the time spent with our platforms accounted for up to 40% of a consumer’s journey time on the forecourt. Unprompted recall rates stood at 60%, with three out of five forecourt customers recalling the name of the product advertised. These findings establish that the time spent with advertisements is an important measurement tool that should not be ignored by marketers, and goes a long way to providing an extra avenue of accountability for the outdoor media industry, which is something every out-of-home media should be striving for.

Dharmesh Chheda

Sales and marketing manager

Alvern Media

www.alvernmedia.co.uk

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here