• Kym Frank on Billboards and Audience Segmentation

    Last week Insider read an article by a medical marketing firm titled Do Billboards Still Work.   Lots to disagree with.   This paragraph gave Insider a slow burn:
    Billboards don’t allow audience segmentation
    Audience segmentation, or dividing your potential patients into subgroups (i.e., segments), is an excellent way to take your marketing to the next level. By segmenting your audience, you can craft the perfect message for each group of prospective patients, focusing on their unique needs and pain points. For instance, if you’re interested in marketing LASIK, you want to focus on people between the ages of 18 and 40. If you’re interested in marketing cataract services, you’d benefit more from marketing to people older than 60. Billboards are targeted to every driver on the road, regardless of whether or not they meet your patient criteria.
    Insider asked Geopath President Kym Frank to respond.  
    Kym, what’s your response the statement that Billboards don’t allow audience segmentation?

    Billboards and other forms of OOH advertising do allow audience segmentation targeting

    The OOH industry’s measurement system has allowed the industry to target audiences by age, income, ethnicity, and gender for over a decade.  They recently made an investment in a new measurement system that empowers advertisers to target consumers based on psychographics and behavior across thousands of new audience segments…including…people who have seen an Ophthalmologist.    

    We utilize anonymized, aggregated data that profile households across the country and are able to understand how often consumers from those households encounter OOH advertising as they go about their days.

    In fact, focusing on the location of the Sightpath office in Bloomington, MN, we are able to locate “hot spots” of target neighborhoods where residents have seen any eye doctor in the last 12 months. 

    What about the the writers objection that “Billboards only work if people see them?

    Billboards ARE seen.

    Not every passerby is counted as an impression.  Geopath, the industry trade body responsible for measuring OOH advertising, conducted eye-tracking research to determine the likelihood of consumers to make eye contact with OOH ads.  That research is utilized to measure how many people are looking at the advertising – not just those that are driving by.

    There are 49 OOH advertising locations within 5 miles of the Sightpath office.  Combined, those units deliver approximately 5.1 million impressions every single week.  More than 1 million of those impressions are delivered to people who are among the lightest users of the internet in the market…and would be an excellent supplement to a digital buy. 

    What other research does Geopath have relating to Lasik and out of home?

    People who plan to have Lasik Eye Surgery are 13% more likely than the general public to say they’ve noticed a billboard in the last 7 days and 12% more likely to say they’ve noticed any OOH ad. 

    They are 4% less likely to be daily radio listeners.

    5% more likely to say they avoid watching TV commercials.

    Those who plan on having Lasik are 6% less likely than the general public to have used the internet at home or at work in the last 7 days. 

    Any other comments?

    I’d be happy to meet with Sightpath or anyone and show them how they can better use data to target audiences via out of home advertising.

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