Millions of people interact with Admedia’s advertising solutions every week, across a variety of environments – be it an A3 Washroom Panel in a bar, a Nexus D48 Screen at a busy Motorway Service Area or a mobile advertisement served through Admobile to name but a few.
Thus it is vital that we truly understand our audiences in order to better tailor advertising to them, and maximise the return on investment for our clients.
We do so using various methods, from standard industry tools to bespoke projects.
Utilising over 1,100 face-to-face and online interviews, we recently uncovered a wealth of information about the Family audience that regularly visits our Motorway Service areas during weekends and holidays.
Through this research we were able to understand how long they spent driving to particular destinations, plus how often they stopped on the way – illustrating how crucial the MSA network truly is. We also found a captive audience that earns more than the average family, allowing them to regularly travel in the UK and abroad, download and stream entertainment more frequently, and do so much more mileage than the average family (78% in fact!) that they replace cars more often and spend more on them when they do.
Our bespoke SME research unveiled another core MSA audience. SMEs make up 99% of all businesses, and with 82% of them based outside London they rely heavily on the motorway network to get around on a daily basis. Therefore MSAs are vital hubs, offering them a space to take a break, catch up on work and conduct meetings. Our research found that we connect with decision makers during this time when they can relax, whilst remaining in a business mindset.
We’ve also carried out many research projects on behalf of advertisers keen to know how their campaigns have performed. As a result, we have a great understanding of the effectiveness of our advertising across a multitude of product fields, from discreet to motoring. Our Case Studies page bears testament to this work, showing great levels of recall and awareness from consumers who have come into contact with advertising hosted in Admedia environments.
Finally, we have two bespoke panels.
Our Student Panel has been running since 2012, and looks in detail at the opinions of the huge student audience that passes through our Bars – past topics have ranged from energy drinks to sleeping habits and financial behaviour.
Since 2017 we have also been discovering more about MSA visitors through our monthly Drive Panel. This has quickly become a valuable tool, helping us learn about issues such as black box technology, road safety and electric vehicles.