DOOH Advertising Market Research

Our DOOH Advertising Campaign Results

	Exit interview research conducted by Amscreen and Lake in March 2010 showed prompted Amex awareness was an impressive 41% in forecourts.This led to a net increase of usage of Amex card by 7.2% in forecourts.
	Coca-Cola ran a two-week ad campaign to promote 500ml variants of Coca-Cola and Coke Zero. Independent Synovate / Litmus test and control EPOS studies showed both products combined rose by 36.6% across the two-week campaign.
	Lucozade ran a two-week ad week campaign and Epos results showed that the product, sold directly by the till at the point of purchase, achieved a sale uplift of 49%
	Exit interviews conducted by Lake Research for the recent Sky advertising campaigns showed : - 68% of respondents saw at least one Sky creative on the screen, which rises to 69% of men; 73% of 25-34s; and 70% of 34-44s. 87% of respondents believe that HD makes viewing Sky channels even more enjoyable 79% think that Sky used forecourt media screens to provide useful information for motorists.
	EPOS analysis was ran for one of the Red Bull DOOH advertising campaigns which showed a 20% sales uplift.
	Budweiser, the first beer brand DOOH advertising campaign on the forecourt network proved to be a significant success. Test and control sales uplift results for Budweiser’s ‘Predict and Win’ digital screen forecourt campaign shows that the media choice drove a spectacular sales increase of 29.1% for the brand (source: Litmus Aztec).
	The Renault Vans advertising campaign is a proven success in the forecourt environment. Recent research showed 33% of people recalled seeing Renault ads on the screen. This rises to 36% of full time workers, 40% of 18-24’s, 38% of 25-34’s and 50% of 45-54’s.
	Exit Interviews were conducted by Lake Market Research during March 2010 to understand the effectiveness of  the Tom Tom Live HD Traffic information advertising campaign, which showed: -  53% found the traffic updates useful  89% believe that petrol stations are a relevant location for this sort of advertising 78% like the idea of using these screens in these petrol stations to tell you this traffic information

Sales Uplift - EPOS

The EPOS research measures effectiveness of our in-store digital advertising campaign at the point of purchase.

This enables advertisers to monitor levels of sales uplift in stores where the product is advertised and measure the impact during the campaign and in the post-campaign period.

Amscreen use data obtained from various sources including EPOS data from retailers and Synovate / Litmus tests. The sales of the product are measured in approximately 400 test stores (subject to the number of stores that the campaign is running in) against approximately 100 control stores (where advertising is not present or there is no digital screen to prompt).

Some of the key sales uplift results include:

Download DOOH Research (PDF)

Perception and Attitude (GfK)

Amscreen commissioned GfK to undertake a series of telephone interviews examining attitudes and perceptions to DOOH and digital screens.

We studied:

• Exposures to DOOH (People do notice digital outdoor screens)
• Attitudes to DOOH (Find out what people think about advertising on digital screens)
• Perception of DOOH (Supporting argument that consumers generally like digital advertising

Download the GfK Study (PDF)

Impulse Purchase

At Amscreen we are committed to understanding consumer behaviours, and how advertising on the screens drives impulse purchase.

We commissioned GFK to complete a piece of ground breaking research to find out more.

We studied:

• Impulse purchase on Forecourt (have you purchased non-fuel items at forecourt venues)
• We found that 2/3 of people buy non-fuel items in forecourts

Download the GfK Study (PDF)

Awareness

Amscreen partners with a number of research agencies and continuously invests in awareness research to monitor and understand which adverts get a better recall and how advertising in specific environments can best appeal to the customer through engaging messages.

Amscreen commissioned Magpie/Lake Research to conduct extensive qualitative exit interviews across the UK to understand awareness and influence of advertising within the Forecourt Network.

Prompted awareness results for the presence of the screens and advertised brands showed:

• Credit card brand: 41%
• Snack brand: 39%
• Energy drink brand: 37%
• Mint brand: 33%
• Credit card brand: 28%
• Car brand: 33%
• Carbonated soft drink: 29%
• Motor related brand: 40%
• Motor related safety message: 67%
• Media brand: 48%
• 79% of respondents notice the screen; of these
  • 89% stated that the sites were good locations for this sort of advertising
  • 82% recalled seeing a particular ad or promotion on screen
  • 73% said they might be influenced to act on a screen prompt

Download Forecourt Awareness Research (PDF)

Media Activation

Amscreen also commissioned research from Lake Research into Entertainment Advertising on Forecourt Screens, which tracked awareness of four core entertainment brands.

Recall levels and prompted awareness were high demonstrating that the forecourt screens can act as a reminder and a prompt for entertainment choices once people get back home. 61% of respondents said that forecourt screens in petrol stations were the ideal place to see entertainment adverts as they were more likely to remember them, and 70% think that forecourt screens act as a good reminder of products and services.

Download Media Activation Research (PDF)

Face Tracking

Our partnership with Quividi allows Amscreen to monitor the level of engagement between the advertising message and consumers in store. Quividi "eye tracking" technology is integrated directly onto the screen, and measures how many people are in the vicinity of the screen (by gender and 4 age categories) and the percentage that actually stops to look at the screens.

“Using a simpler video sensor, Quividi uses proprietary image processing technology to count actual viewers and overall opportunities to see (OTS) while accurately measuring attention times and dwell times and estimating the gender and age distributions of your audience.” Quividi

Effectively we can prove how many people actually look at the screen ("eyes on" the screen) vs. How many people have an opportunity to look at the screen (ie "passes past" the screens). The average conversion rates of the number of people in the vicinity of a screen to those that look at the screen is 94%.

Download Quividi Face Tracking Study (PDF)

Healthcare

Amscreen are dedicated to continually improving our understanding of consumers within our Network environments and what prompts them to take action.

A quantitative and qualitative survey conducted across the Healthcare Network tracked awareness and relevance of the advertising shown on digital screens in the waiting room area.

• 89% of respondents recalled the surgery screens
• 82% of respondents find the information on the screens helpful
• 56% of respondents like seeing this sort of information while waiting for their appointment

Download Healthcare Research (PDF)