US consumer response to place-based video ads

Age seems to be a factor in noticing this type of advertising, since both young men and young women, in general, are more likely than the population as a whole to report they viewed place-based video ads. However, young men aged 18-34 are considerably more likely than similar-aged women to have viewed a place-based video ad: young men are 28% more likely than the population as a whole to have viewed a place-based video ad in the last 30 days, while young women are 13% more likely than the general population to have noticed these kinds of ads.

"These consumers are particularly difficult to reach via traditional media options given their extremely active lifestyles. Marketers are embracing the digital place-based opportunities to intercept these active, young consumers where they work and play all day long," said Susan Danaher, president of the Digital Place-based Advertising Association (DPAA).

Where it works best

Video advertising in stores and shopping malls garnered the largest audience, at nearly 19% and 15% of the US adult population, respectively. This was followed by nearly 11% of US adults who saw a video ad in the last 30 days in a restaurant or medical office, nearly 9% who saw a video ad in a bar/pub or at an airport, and 7% who saw a video ad while at the gym or health club.

When conducting its national Survey of the American Consumer, GfK MRI interviews approximately 26 000 US adults in their homes each year, asking about their use of media, their consumption of more than 6000 products in 550 categories, their lifestyles and their attitudes. Because these interviews are structured as an area probability study, the results are projectable to the entire US adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular, cross-media and consumer-focused information.