Increased Intention to Purchase
Digital advertising proven to significantly increase intention to purchase
Groundbreaking new research proves that digital advertising in shopping centres significantly increases intention to buy, demonstrating the power of digital advertising on the path to purchase.
The research found that shoppers who recalled seeing digital advertising in centres were almost 50% more likely to intend to purchase the brand, and had a more positive perception of the brand across key measures.
- Source: AOR 2010
“We know from previous research that our digital network has high impact amongst shoppers. This new study has conclusively proved, across a range of campaigns, its effectiveness in driving future purchase intention. It demonstrates to advertisers the value of our digital format in their advertising mix.” Val Morgan Retail Media MD Anthony Deeble said.
A third of shoppers recalled seeing the digital advertising up to two days after shopping, with 3 in 4 agreeing the advertising effectively communicated key messages.
Digital panels were measured to have 57% greater cut-through than static panels in the same centres.
- Source: AOR 2010
Digital was proven to be particularly effective amongst current non-users of the brands advertised; creating a 63% uplift in intention to buy - illustrating its valuable role in encouraging brand trial, reaching shoppers whilst on the path-to-purchase
This clearly demonstrates the impact and effectiveness of the Val Morgan Retail Media format over static panels.
The research was conducted by Australia Online Research (AOR), among 600 shoppers from six shopping centres, interviewed at home up to 48 hours after shopping at the centre.
Four advertising campaigns were tested covering a range of product categories, including FMCG, telecommunications, finance and entertainment.
“We used a new approach for the study interviewing shoppers online at home up to 2 days after shopping; this provided an extremely rigorous test of the effectiveness of digital in-centre advertising.”
The key findings, demonstrate that exposure to the digital advertising, across the 4 campaigns, created uplifts across all key measures, with particular success in increasing intention to purchase, by 47% on average. Diagnostics showed that these increases were partly due to the strong communication of the core messages for the brands”. Brian Fine CEO Australia Online Research.
For more information please contact your Val Morgan Retail Media representative.
