MRG Conference: Gauging The Effects Of A New Medium

Nic Jones, director of Brightspace, introduced his company’s medium to the MRG Conference in Budapest on Friday afternoon.

Jones claimed that digital ambient is the fastest growing medium in the UK. It targets members of the café and leisure society, identified by Billets Consultancy as at its “highest ever level”, by means of in venue screen advertising.

Brightspace currently sells advertising in 600 licensed venues and claims to reach “elusive and high spending groups in their leisure spaces”. To back up these claims, Sara Gale, associate director of the Broadcast Unit at Ipsos-RSL conducted qualitative and quantitative research into the impact of this relatively new medium.

She identified the target market as 18-34 year-old pub goers and using exit interviews, was able to demonstrate a high level of awareness of the brands advertised. She also used Ipsos data to identify positive effects on the bottom line with increased sales.

Gale argued that one of the main strengths of the medium was that research had played an integral part in its launch and would continue to do so ensuring full understanding of its target market and effects.

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