Arbitron to Measure Consumer Mall Ads Awareness - AvNetwork.com

Arbitron to Measure Consumer Mall Ads Awareness

Author:
Publish date:

Arbitron Inc. has announced that EYE, the mall media specialist, has signed an agreement with Arbitron Custom Research to measure the effectiveness of mall-based advertisements and the psychographics of EYE mall shoppers.

Arbitron will conduct on-site mall surveys in multiple markets across the United States. This study will be comprised of two parts: adult and teen. The adult study will evaluate the effectiveness of EYE advertising based on demographic information, as well as specific questions concerning shopping behavior, shopper segmentation and advertising appeal.

The exit interviews conducted with teenagers will develop Teen Shopper Profiles. In addition to the components of the adult survey, the Teen Shopper Profiles will include media usage, consumer category attitudes and intentions and advertising effectiveness specifically for teens.

"Out-of-home advertisers are looking for new ways to understand unique place-based media," said Carol Edwards, senior vice president, Arbitron Custom Research. "In particular, advertisers want to reach teens now to begin building their brand awareness. This custom study will gauge the effectiveness of EYE's platform to provide advertisers with the tools they need to target their audience."

"This study goes beyond mere demographics and aims to provide advertisers with further accountability and insight into the behavior and triggers of the valuable shopper audience," commented David Gibbs, CEO, EYE USA. "EYE is excited to partner with Arbitron on this innovative study."

For more information on EYE products/services, visit www.eyecorp.com.

For more information on Arbitron products/services, visit www.arbitron.com.

Related

Integrating All Consumer Touchpoints

By David Polinchock, Brand Experience Lab What we see much too often is that in the rush to use the newest tactics and technologies out there, brands frequently lose their own message (and sometime their identity too) in the process.And the proliferation of new technologies haven't helped, with so many cool ways to engage an audience, well why not use them all? But, the consumer is also being bombarded by messages in every aspect of their lifes (we've even written talking urinals on our blog!) and we're training them to tune out to this clutter.   TV clutter is up; some magazines seem to have more ad pages

Marketing@Retail: the Demise of the Target Consumer

By: David Sommer, MEC Retail/Mediaedge:cia Advertising executives used to talk obsessively about “reaching” consumers.  “Who is our target?  How do we reach them as efficiently and effectively as possible with a differentiated and relevant message about our product?” Technology has now created a world where consumers no longer have targets painted on their foreheads and the usual marketing weapons miss the mark.