Stat of the Week: The Power of the “Regular”
OOH Today and StreetMetrics are partnering to bring readers a new weekly data spotlight: OOH Today’s Stat of the Week – Powered by StreetMetrics.
When we think of advertising for entertainment destinations, we often focus on acquiring new customers. However, recent data suggests that Out of Home media plays an equally critical role in validating and retaining your most loyal visitors, making them feel valued and understood.
The Stat: In a recent brand lift study for a major entertainment destination, the most significant impact wasn’t found among casual visitors, but among the “Monthly Regulars.” Consumers who visited the venue once a month showed a staggering +20.2% lift in Brand Favorability and an +18.4% lift in Brand Awareness after exposure to the campaign.
The Insight: This data challenges the assumption that frequent visitors are “already sold” and don’t need advertising. Instead, it proves that high frequency visitors are highly responsive to seeing their preferred brand in the wild. The OOH campaign acted as a “confidence multiplier” for this group. By reinforcing their choice in their daily environment, the brand not only maintained their attention but also significantly deepened their emotional connection and likelihood of recommending the venue to others.
The Takeaway: Don’t ignore your heavy users in your media planning. These loyalists are moving through the city just as often as your prospects. By using StreetMetrics to ensure your units are visible on the routes these “regulars” travel, you can turn a routine visit into long-term brand advocacy.
Interested in understanding the brand-building capabilities of your inventory or campaign? StreetMetrics is offering discounted bundled brand awareness studies. Reach out to Michael@Streetmetrics.com to learn more.
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