Aimed at raising advertisers' comfort level with the emerging digital out-of-home medium, Adcentricity unveiled Monday (July 20) a suite of turnkey research services called Research Lite. Created via a limited partnership with Peoplecount, a subsidiary of Transearch Group, Research Lite is designed to help Adcentricity's network advertisers measure the effectiveness of campaigns and evaluate the return on their digital out-of-home investment.
Verizon Wireless was the first to take advantage of Research Lite to gauge the impact of its Push To Talk campaign, aired between June 17 and July 14 on 3,193 screens in 441 out-of-home venues.
While digital out-of-home media show a lot of promise in reaching the on-the-go consumer, networks lacks the kind of research advertisers need to allocate more dollars to the medium.
"There's a lot of pushback on digital out-of-home in general because of the lack of research to quantify an advertiser's return on investment," said Rob Gorri, CEO for Adcentricity, which aggregates inventory across 80 digital out-of-home networks. "Advertisers don't necessarily have $100,000 to conduct research. We wanted to make Research Lite really consumable."
Research conducted for Verizon showed that its campaign, compared to 10 other campaigns, was the most noticed advertising within each venue. Further, 79 percent of consumers surveyed noticed the digital screen. The campaign also reached Verizon's intended target with 46 percent of those surveyed falling within Verizon's age and household income parameters.
The suite of five Research Lite packages are priced between $4,000 and $50,000, depending on the number of venues and markets required for Peoplecount's on-site intercept surveys.
--Nielsen Business Media