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 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