This Stuff Works Dep't: Purchase intent almost triples off DOOH campaign

August 27, 2010 by Dave Haynes

Spotted a nice piece of research in MediaBuyerPlanner:

PepsiCo ran an eight week campaign on Gas Station TV for AMP Energy drinks, and the Nielsen research done on it showed intent to purchase the drink nearly tripled.

Nielsen did pre- and post-campaign studies to measure behavioral and attitudinal shifts, and found with both  AMP Energy and AMP Energy Juice there was significant lift in every purchase intent and brand opinion metric measured.

The study, says GSTV, proves the effectiveness of the company’s at-the-pump video screens as a platform for consumer packaged goods, especially beverages.

For example:

—Purchase Behavior: The percentage of people who stated they were likely to purchase the brand within the next four weeks grew 150% for AMP Energy Juice and 277% for AMP Energy after each campaign ran on GSTV. Additionally, the percentage of people who demonstrated AMP Energy brand top-of-mind awareness rose 213% after viewers had an opportunity to view the campaign on GSTV.

—Brand Opinion: The percentage of individuals who were willing to recommend AMP Energy Juice to friends and family grew 150%, while favorability of AMP Energy among GSTV viewers grew 106% by the campaign’s end.

—Ad Recall: AMP Energy Juice and AMP Energy delivered 54% and 40% ad recall, respectively, among respondents who looked at, watched, or listened to GSTV during the post-campaign study.

The research initiative included multiple on-site research studies conducted at GSTV-equipped U.S. gas stations in top media markets. More than 800 fueling customers over the age of 18 at participating stations were randomly selected to complete a five to seven minute survey measuring a wide range of metrics, including media engagement, purchase intent, brand opinion and ad recall.

Gas Station TV claims to be the only digital TV network at the pump with Nielsen Media Research-verified viewership, demographics, dwell time, network size and recall. GSTV reaches nearly 27 million monthly viewers in over 100 U.S. DMAs.

A – Nice results

B – Nice that GSTV is sharing that around, as it adds to the strong body of evidence that this stuff works when well-executed.

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