Translucis Ad Screens Prove Magnetic
Translucis is claiming that around 1.3 million people visit a bar or club containing its Magnetic plasma-screen ad network in an average week.
According to the company, which commissioned research from IPSOS, 31% of consumers in a “Magnetic bar” look at the advertising screen at least once in any 30 second period, proving that the medium is effective in delivering brand-centric messages.
Sue Aitken, marketing manager at Translucis, said: “Advertisers wanted to know how many consumers were actually looking at our Magnetic screens. Previous research has shown that digital media is successful in creating brand awareness (see
Following the initial study, Translucis conducted 1087 interviews in 18 outlets across the UK to establish an age profile of its audience. Based on the findings, the company estimates that of the 1.3 million people it reaches each week, around 850,000 are aged between 18 and 24, while 1.2 million fall into the 18-34 category. The company also estimates that a six-week ad campaign on the Magnetic network will be seen by around 2.6 million unique consumers.
In order to measure the number of people visiting bars with Magnetic screens, automatic traffic counters were installed in 21 outlets across the country. Mini cameras were then positioned above ad screens in ten of the outlets and the number of people looking at the screens was calculated by examining the resultant video footage.
Translucis is planning to expand its network over the next year and is currently talking to a number of major breweries with a view to increasing its coverage. The company also intends to upgrade its Magnetic network over the coming months and is planning to launch a product that will allow a greater level of interactivity and SMS promotions. Aitken added: “This is a medium which is expanding all the time, advertisers are becoming more interested in digital media and are beginning to plan us into their budgets.”
Translucis: 020 7016 0000 www.translucis.com
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