New Nielsen Numbers Boost Adspace’s Mall Proposition

January 30, 2012 by Dave Haynes

The Adspace Digital Mall Network is, I’m told, doing quite well in terms of media sales and that will owe to at least three key things – experience,  footprint size and credible measurement.

The largest in-mall digital advertising network in the U.S. has been around for a decade, and spends the money to get properly measured. The latest numbers the company got back from Nielsen show the numbers are all going up, which is a good story to put in front of planners.

The audience study is done every two years as part of the mandate to be included in Nielsen’s big 4th Screen audience measurement report for place-based digital video. The intent is to make the category directly comparable to television audience metrics.

“The net impact of our stronger “notice” and “dwell time” measures is an 18% increase in gross impressions,” says Bill Ketcham, executive vice president and CMO, Adspace Networks. “It’s very encouraging to see a steady increase in consumers’ engagement with our Smart Screens, no doubt driven by our high quality content. This extends our lead as the number one digital place-based network in monthly gross impressions.”

The company has also announced it is now included in the Nielsen IMS agency media planning system,  called Clear Decisions.  Nielsen IMS has created an audience ‘simulation’ of Adspace Mall Shoppers on the MRI 2011 Doublebase and TwelvePlus Studies. The MRI simulation provides Agencies’ media planners, buyers, and researchers with the best metrics available.

With the MRI data, Agencies’ media planners will now be able to directly compare Adspace’s audience reach and frequency metrics to other traditional media on a gross monthly ad exposure basis. Media Planners will also have access to all measured media, demographics, product/brand usage, lifestyle, and attitudinal data—providing direct comparison of all measured media on a teen and adult basis.

“The availability of Adspace in the Nielsen IMS’ planning system helps planners more easily measure the impact of adding Adspace to their broadcast and cable plans,” says Ketcham. “By delivering lighter TV viewers at a significantly lower cost, we are a great complement to these plans near the top of the TV reach curve.”

Media planners can also get at similar Adspace data through Telmar’s system.

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NIELSEN STUDY SHOWS BOOST IN KEY ADSPACE AUDIENCE METRICS

Adspace Also Integrates Data into Nielsen IMS Media Planning System

NEW YORK– January 30, 2012 – Adspace Digital Mall Network, owner of the largest in-mall digital advertising network in the country, is reporting boosts in viewing, according to a new Nielsen audience study.

Adspace Networks, in 137 class A malls that reach more than 31 million individual shoppers each month, conducts this study every two years, as part of the mandate to be included in the Nielsen 4th Screen Report (which is the standard of audience measurement for the place-based digital video category, and is directly comparable to television audience metrics).  Adspace saw the following increases:

2007                 2009               2011

Notice (%)                                                      54.8                69.0                70.7

Dwell time in screen zones, total min.     NA                  19.4                22.2

Impressions per visit                                    NA                  4.85                5.55

Mean minutes in mall                                 84.7                89.9                102.6

“The net impact of our stronger “notice” and “dwell time” measures is an 18% increase in gross impressions,” said Bill Ketcham, executive vice president and CMO, Adspace Networks.  “It’s very encouraging to see a steady increase in consumers’ engagement with our Smart Screens, no doubt driven by our high quality content.  This extends our lead as the number one digital place-based network in monthly gross impressions.”

In other Nielsen related news, Adspace is now included in the Nielsen IMS’ agency media planning system, “Clear Decisions”, the leading media planning system, providing improved measurement of Adspace’s reach and frequency of the network.

Nielsen IMS has created an audience ‘simulation’ of Adspace Mall Shoppers on the MRI 2011 Doublebase and TwelvePlus Studies. The MRI simulation provides Agencies’ media planners, buyers, and researchers with the best metrics available.

With the MRI data, Agencies’ media planners will now be able to directly compare Adspace’s audience reach and frequency metrics to other traditional media on a gross monthly ad exposure basis. Media Planners will also have access to all measured media, demographics, product/brand usage, lifestyle, and attitudinal data—providing direct comparison of all measured media on a teen and adult basis.

“The availability of Adspace in the Nielsen IMS’ planning system helps planners more easily measure the impact of adding Adspace to their broadcast and cable plans,” said Mr. Ketcham. “By delivering lighter TV viewers at a significantly lower cost, we are a great complement to these plans near the top of the TV reach curve.”

Earlier this year, Telmar introduced their Adspace prototype for agencies.  Now media planners have yet another tool to access MRI data – through Nielsen IMS as well as the data through Telmar TNT.

About Adspace Networks, Inc.

Adspace Networks, Inc. (www.adspacenetworks.com) owns and operates the Adspace Digital Mall Network, the largest in-mall digital network in the country. Currently located throughout  137 Class A malls across theUnited States, the network consists of 1,836, eight and nine-foot-tall plasma screens called “Smart Screens.” The Smart Screen displays show programming which combines a mix of the top ten sale items in the mall, the hottest seasonal items available, mall events, and local and national advertising. The network reaches 126 million affluent consumers (source:Scarborough) each month, and is particularly effective at reaching teens, young adults, and women. Adspace is also a charter member of theDigital Place-based Advertisings Association (DPAA), an organization that is helping to provide standards and best practices for the burgeoning video advertising industry.

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