“While TV remains the 800-pound gorilla of ad-based media due to its reach, scarcity and measurement, DPNs offer brands opportunities to extend their reach by engaging target consumers with contextually relevant content in venues outside the home,” said Patrick Quinn, CEO of PQ Media.

Read more at Digital Signage Connection.

The study was quoted in a recent article in ScreenMedia Daily discussing new media, focusing on how the growth of Digital Place-based Networks is contributing to changing the media landscape.

“According to studies by PQ Media and Veronis Suhler Stevenson, consumers are spending more time outside the home in activities that include commuting, shopping, and traveling, and entertainment venues also provide new opportunities for advertisers. Digital out-of-home networks situated in venues where consumers are spending extended periods of time—and are unable to skip advertisements—will provide the most opportunity in the coming years.”

OAAA President & CEO Nancy Fletcher. “More brands are recognizing the value out of home advertising can add to a strategic media plan.” “Out of home advertising outpaced the overall ad business and other local media last year,” added Stephen Freitas, OAAA Chief Marketing Officer.

For the complete OAAA release, please visit here.

·           What’s new in your area?

·           What findings/research are newly proven?

·           What would you tell clients that you’ve learned in the last year?

·           Are there any new regulations that have changed your approaches?

·           Can you share a case example(s) of how your area is growing in mix?

·           Are doctors more hesitant now to use more overtly commercial material because of recent criticism?

Here’s a way to reach folks with targeted advertising:

Advertisers love a captive audience. With their long dwell time, doctor’s offices offer one of the most captive audiences available in out-of-home advertising.

Patients often wait 20 to 25 minutes to see a physician, and advertisers, particularly in the pharmaceutical and health food categories, see it as an opportunity to reach people with their health on their mind.

Posters and pamphlets have long been popular vehicles for waiting room advertising, but increasingly advertisers are using digital options, mainly LCD screens that air a mixture of health-related video content and advertising.

To find out how to get your client in waiting rooms, read on.

This is one in a Media Life series on buying out-of-home venues. They appear weekly.

Fast Facts…

What
Advertising in medical waiting rooms.

Who
There are a small number of companies that specialize in waiting room advertising, some in the offices of general practitioners and others in more specialized settings such as dental offices or diabetes clinics.

How it works
Digital video advertising networks are now common in medical waiting rooms, where their messages are delivered on a 32-inch LCD screen.  The networks run a 25- to 30-minute loop that’s typically 70 percent editorial content and 30 percent advertising.

There’s also a small amount of time reserved for messages and information from the clinic or office itself.

Some networks use licensed content from TV networks such as CNN or NBC, while others create original health-related content. Physicians demand credible sources for all the material, because they do not want to feed their patients incorrect information. Offices often check content for accuracy.

Advertisers can sponsor segments but they’re rarely integrated into the content. Rather a relevant brand will follow a segment with a 15-, 30- or 60-second spot detailing the benefits of their product.

For example, a segment on diabetes might be followed by a spot for a brand of insulin, or a piece on dietary fiber could be followed by an ad for a fiber-rich cereal.

Non-digital options for medical waiting rooms such as posters or pamphlets are also available, but those are becoming less common. Usually they’re used as a complement to digital ads in the waiting room and sometimes are available in the exam room.

Read the full article

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The telephone survey of 1,501 US adults, the 12th conducted by Rodale’s Prevention Magazine, found that the number of respondents saying an ad prompted them to seek information about a condition declined 5 points to 29%. Similarly, 33% said an ad prompted them to seek information about a drug a family member were taking – down 6 points from last year – and 30% said they sought info about a drug they were taking after seeing an ad, down 7 points.

Read the full article