Nielsen: Shoppers Remember, Appreciate Mall Advertising

"Nearly half of mall shoppers (47 percent) viewed content provided on the Adspace Mall Network, and of those viewers, 34 percent had an average recall of specific ads they saw on the network, revealed a new Nielsen Media Research study commissioned by Adspace Networks.

The results show that shoppers viewed the Smart Screens an average of 3.3 times per visit with an average total viewing time of 1.9 minutes (or 114 seconds). During that time, the average length of each view is 34 seconds. With advertisements on the “Smart Screens” lasting 10-15 seconds, each shopper sees nearly three spots per view. By the end of their mall trip, viewers of the Smart Screens will have seen nearly 10 spots on the network."

Nielsen: Shoppers Remember, Appreciate Mall Advertising - Media Buyer Planner

Another example of how "mass media" is moving outside. Personal media will dominate the home and devices. Now, my beef with reports such as this is that they tend not to provide comparative metrics. Is 47 percent good or bad compared to standard mall media?

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MediaPost Publications - Nielsen To Debut Out-Of-Home Viewing Data - 06/19/2008

Nielsen's long-awaited service to track out-of-home viewing, a co-venture, will begin yielding data later this summer. The system offers the tantalizing prospect of measuring viewing in bars, hotels and workout gyms--something networks have argued they don't receive credit for from advertisers.

What will be called the Nielsen Out-of-Home Report--a joint venture with Integrated Media Measurement Inc. (IMMI)--was announced in April 2007 with an expected launch that September. Then the debut was postponed until this past April, and now again until this summer. It will be the first time that Nielsen provides any out-of-home viewing data.

The data that covers viewing of national broadcast and cable networks will be culled from a panel of 4,700. Panelists will carry cell phones from AT&T that run the software that allows tracking of the exposure to programs (participants receive $50 a month).

In addition to the national service, Nielsen will begin offering out-of-home data in six local markets by the end of the third quarter, according to a presentation by Nielsen Senior Vice President Kevin Svenningsen at the Promax industry event Wednesday.

The six local markets--with 500 panelists each--to be tracked are New York, Chicago, Los Angeles, Miami, Houston and Denver.

MediaPost Publications - Nielsen To Debut Out-Of-Home Viewing Data - 06/19/2008

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The Location Is The Message

To illustrate how the new life pattern research can be applied, Bowen provided the “Digital Outsider” with detailed data on the “mobile millennials” cluster. If you look at the illustration on this page, you’ll see a map with push-pin icons highlighting key intervals for reaching the valuable consumer targets, starting when they leave their homes in the morning and fill up their tank at a local gas station, to the video rental store they stop at on their way home from work or school in the evening.

“The idea is to map that back to where advertisers can most effectively intercept them during their daily life, so that they can reach them in the most contextually relevant environment,” Bowen explains.

Digital Outsider » Blog Archive » The Location Is The Message

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