A survey by Provantage and research company Millward Brown to measure the effectiveness of airport.tv advertising has revealed some remarkable insights into the medium.
Out of home advertising company Provantage launched its airport.tv platform, a fully fledged television channel that airs content in South Africa’s nine Acsa operated airports, in 2012. The purpose of the research was to measure overall market effectiveness of airport.tv advertising by measuring how well advertisements were remembered and recalled by the “travellers, meeters and greeters in the LSM 7-10 market”. The survey was conducted in December 2012.
The survey, Provantage says,a confirmed that advertising relevant brands to a captive audience in the airport space brings about extremely high recall.
Advertising categories included cars, electronics, alcoholic beverages, insurance, airlines, government affairs, banking, tourism, cars, telecommunications, Information Technology and software – items and services that appeal to the target market.
Of those who verified seeing an advertisement on airport.tv, 76% took out the key message, an extremely high percentage. Those who recalled an advertisement attributed an average liking score of 7.13 out of a possible 10. Liking an advertisement hugely improves recall and, in turn, word of mouth which is a powerful process for brand enhancement.
The holiday season created a highly cluttered environment across all media channels, yet spontaneous recall of 67% of brands on Provantage’s airport.tv was achieved. When consumers were prompted, recall was increased, with all brands being remembered. This created an excellent return on investment.
Telecommunications advertisements that were retail specific achieved higher awareness than other brands. With December being peak festive season, there is a tendency for brands to shift their focus to retail deals.
The high end car category performed well above the average on all measures, demonstrating that the environment is ideal for advertising luxury products.
Advertisements with animation and movement received higher recall and evoked more enjoyment from viewers than those with less liveliness.
With regards to grudge purchase products, the research demonstrated that the advertisements needed to be engaging and relevant to consumers. Moreover, the incorporation of a compelling creative that grabs attention, coupled with a strong reason to believe, would grow awareness for these brands.
What drives strong persuasion in the airport environment, with its captive LSM A audience?
Provantage’s research and insights revealed the following:
- Simple storyline
- New information presented in a compelling way
- Demonstration of the product, such as product composition, consumption and demonstration shots
- Strong rational message underpinned with emotion
- Use of established branding devices or cues
- Consumer testimonials and children
- Fun, light-hearted humour
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