1. The Power of Location Starts Here

2. Research Lite Insight™
RESEARCH LITE is an extended service that includes pre-packaged and fully customized
research studies to measure digital out-of-home and in-store radio campaigns in any North
American market.
With this turn-key solution, available from an exclusive agreement between ADCentricity and
Peoplecount, advertisers can take advantage of narrow-focus campaign research around
the medium. Data gathered is used to gain deeper insight on the effectiveness of the media
impact and contribute to campaign Return on Investment and Return on Objectives
evaluation.
This presentation highlights the results of a Research Lite Insight™ study
performed for an American life insurance brand from October 10-11, 2012.

3. Study Details - Sept. 17 - Oct. 14, 2012
Venue Types Media Channels
• Fitness Center • Digital Signage
• Doctor’s Offices • In-Store Radio
• Pharmacy
Life Insurance Ad Research Objectives
as % of Total Loop
• Media Notice
• Fitness Center 42% • Brand Awareness
• Doctor’s Office A 10% • Brand Association
• Doctor’s Office B 4% • Advertising Message Recall
• Pharmacy Audio • Purchase Intent & Product Usage
4%
• Campaign Influence
• Basic Audience Demographics

4. Basic Demographics
Basic Audience
Demographics
• 60% Female
• 40% Female
• 26% age 18-34
• 41% age 35-54
• 32% age 55+

5. Media Notice and Recall
In-Store Radio Digital Screen
• 80% noticed audio ad in the • 50% of respondents noticed
Pharmacy the digital screen ad
• 9% unaided • 28% unaided
• 70% aided • 22% aided
• 7% recalled hearing an • 38% recalled seeing an
insurance ad insurance ad
• 11% recalled hearing the • 68% of respondents that
branded advertisement noticed the screen recalled
seeing the branded
advertisement

6. Product Usage & Purchase Intent

7. Brand Awareness
Awareness of Insurance
Company Brands
(multiple responses)
•Competitor A 84%
• Client Brand 82%
• Competitor B 64%
• Competitor C 52%
• Competitor D 44%
• None of the Above 4%

8. Message Impact & Ad Influence
5% “Much More Likely” to
Insurance Brands consider purchasing life
Seen/Heard On-Site
(multiple responses) insurance after viewing on-
site advertisement
• Competitor A 20%
• Client Brand 19%
• Competitor B 10%
• Competitor C 5%
10% “Extremely Likely” to
• Competitor D 4% recommend featured brand
• None of the Above 71% after viewing on-site
advertisement

9. The Power of Location
Starts Here
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