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The reach of in-mall radio
The constant re-evaluation of existing advertising mediums has led to emphasis moving away from in-store product displays to elements which excite consumers, such as music. Music captures the brand image and aids in creating a unique environment, according to new market entrant, Music Content Management.
A recent retail media study by international media and marketing research firm, Arbitron, has revealed that:
- Seven out of 10 shoppers find retail audio advertising useful
- 41% of shoppers who hear audio advertisements make unplanned purchases
- 36% of shoppers who hear audio advertisements purchase a different brand from the one they originally intended
- 57% of shoppers think retail audio is an acceptable form of advertising
- 67% of shoppers who hear mall radio identify the music as being programmed specifically for the mall
Using the push medium as apposed to the pull medium, music content management works on the basis that people are already in the centre with the propensity to spend, providing key benefits such as clear advertising content to a high volume of people. It can also be targeted specifically to a LSM by using the centre's demographics; by calculating the centre's foot traffic, the listenership is quantifiable.
