Indoor Advertising: a Great Media to Reach and Influence Young Urban Adults!
August 18, 2009 —
In the past decade, much has been written about the growing difficulty for advertisers to reach young adults, especially those aged 18 to 34 years old living in large urban areas. Consequently, advertisers and media planners now have to turn towards alternative media to reach this elusive target and indoor advertising is definitely a great option for them.
In the latest edition of Newad’s Snapshot, a free quarterly research publication, Newad highlights the benefits of using indoor advertising and focuses on the perception and behaviour of young urban Canadians towards this media.
Through results from various research studies, the summer 2009 Snapshot demonstrates the effectiveness of indoor advertising and why this media is becoming an important component of the marketing mix for many advertisers.
Among the key findings:
- The great majority (78%) of young urban adults usually read the content of indoor advertising.
- MiniBoards are extremely well perceived by young urban adults (91% find them eye-catching, 87% think they are innovative and 73% think they are cool).
- Indoor advertising is a great media to increase the reach of any traditional ad campaign. For example, investing only a fraction of the TV media buy (2%) in indoor advertising allowed a major advertiser to significantly increase the proven recall of its ad campaign overall (+15%).
- Indoor advertising is very effective at driving young urban consumers to take action in a very short amount of time (within 3 months).
ABOUT THE SNAPSHOT
Newad Snapshots are research summaries on specific themes related to the consumption habits and behaviours of the firm’s target audience—the Young & Affluent™. Statistical information in the 2009 Snapshots comes from various industry sources and from TARGET™—proprietary research studies conducted among 15,000 respondents by Newad in conjunction with Ipsos.