Sam’s test

From a client this week, “I want my advertising to reach motorists who are actually driving, in environments like yours.”

A fifth of all UK traffic is motorway traffic. 2/3 of those who then stop at Motorway Service Areas (MSAs) are travelling for leisure. Their dwell time is 20 minutes; twice that number if they’re charging an Electric Vehicle (EV). 77% of drivers stop at least once at an MSA on journeys over 90 minutes. MSAs are transforming at scale to meet changing demand. As the most-used electric charger networks, 3,500 superfast chargers are planned across the UK. 650 digital OOH screens – all delivered by 100% renewable energy – will be in place nationally this year.

Those visiting an MSA are twice as likely to be planning to buy a new car, with EV owners 8 times more likely to visit MSAs. The audience is 3.5 times more likely to be company car drivers and 69% of families visit an MSA, particularly at this time of year.

Times are changing in new car purchasing. 75% of drivers are now considering an EV as their next purchase; with 1 in 50 on the road and 1 in 8 new car sales. We’ve seen this shift from a third in just 3-4 years; EV drivers have become more confident on longer journeys, suffering less from long-range charger anxiety.

Other behaviours are changing, not least in a shift towards online buying. Only 11% are now thinking predominately about the brand or make car for their next purchase. Two factors dominate. 1 is fuel type/the environment (over half). 2 is Price – only at 26% but nearly double that amongst petrol/diesel users. This has implication for messaging, type of advertising and the context of that communication.

We’re still using the roads in the current economic climate, June data telling us that 78% are driving more or the same amount (down to two-thirds of those with petrol/diesel engines). Only 23% claim to be driving less. It will widen the consideration span for EVs even further and we’ll continue to monitor.

We’re still recording audience growth at MSAs around Key Moments, and still out-stripping other transport networks only just returning to near-normal. The Jubilee and Glastonbury boosted MSA audiences; the Women’s Euros, Commonwealth Games and a revived Staycation summer will keep audiences – motorists – moving up and down the country in the coming months.

A. VOGEL LIVE POLLEN LEVELS

CAMPAIGN OVERVIEW

Running across Admedia’s Nexus dynamic digital 48-sheet network, live pollen count alerts updated millions of motorists as they took breaks on their journey at Motorway Service Areas across the UK.

A. Vogel’s ‘Pollinosan’ campaign provided real-time, geo-targeted alerts targeting those travelling to areas where local pollen count is High or Very High, based on Met Office data.

The data-driven campaign used regional measurements to provide the latest pollen levels on screen, reminding people arriving in high pollen count areas to alleviate hay fever symptoms with A. Vogel’s Pollinosan product range.

CADBURY SECRET SANTA

CAMPAIGN OVERVIEW

In the run-up to Christmas, Cadbury promoted their Secret Santa initiative with 350 distinctive purple 6-sheet panels across 136 UK Motorway Service Areas (MSAs)

RESEARCH OBJECTIVES

To examine sales (EPOS) data from before, during and after the Cadbury campaign to understand the direct effect advertising at point of purchase had on Cadbury product sales.

ADVERTISING EFFECT ON SALES

Established research tells us that 77% of visitors who buy snacks at MSAs are open to advertising influence, as they have not decided which product to purchase in the break they take on their journey. Regular MSA users spend 26% more on snacks than those who see convenience store ads.

During their Secret Santa campaign, collated EPOS data shows that Cadbury products saw a highly impressive 27% uplift in sales.

With MSAs offering a range of convenience stores in tandem with Admedia’s point of sale advertising opportunities, all free from HFSS regulations, it is clear that Admedia can not only reach your audience but also influence them.

Source: Online research, TGI, Roadchef and Moto EPOS data

MERCEDES-BENZ X-CLASS

CAMPAIGN OVERVIEW

This 4 week campaign ran nationwide on all 50 full motion Nexus screens at Motorway Service Areas.

RESEARCH OBJECTIVES

Investigating how many of the target audience were reached during the campaign and how they took direct action.

ADVERTISING REACH AND ACTION

The X-Class advertising campaign saw a 24% uplift in unique visitors during its in-charge.

A 99% increase in online searches for ‘Mercedes X-Class’ was recorded during the campaign.

Overall, Talon’s Ada OOH data management platform saw a 23% increase in the delivery of the target audience for the campaign.

Source: Talon Ada

VW Touareg

CAMPAIGN OVERVIEW

A 2 week campaign running on all 50 full motion Nexus digital screens to promote the Touareg 48-hour test drive.

RESEARCH OBJECTIVES

Attribution of online action taken by motorists as a result of seeing the Nexus campaign.

ADVERTISING AWARENESS AND ACTION

Talon’s Ada OOH data management platform recorded a 9% uplift in awareness.

63% of all those exposed to the advertising took some kind of action as a result.

A 27% increase in web traffic was recorded during the campaign.

Source: Talon Ada

MICHELIN TYRES AT KWIK FIT

CAMPAIGN OVERVIEW

A 2 week campaign running on all 50 full motion Nexus digital screens along side 575 6-sheets nationwide. Promoting Michelin Tyres’ availability at Kwik Fit.

RESEARCH OBJECTIVES

Understanding how many of those who saw the campaign took further action, specifically focusing on online and in-store visits.

ADVERTISING REACH AND ACTION

33% of those who visited Kwik Fit saw the campaign.

A 3% uplift in store visits were recorded during the campaign.

Kwik Fit saw kwikfit.com ranking amongst online automotive sites increase 4 ranks to 4th within the category during the campaign.

Source: Talon Ada

Fiat Professional

CAMPAIGN OVERVIEW

The full-motion campaign utilised 50 Nexus Digital Screens to drive awareness of Fiat’s Professional vehicle range.

RESEARCH OBJECTIVES

Face-to-face interviews were conducted at several Motorway Services sites to gauge awareness and recall of the advertising, plus other behaviours.

AUDIENCE

The target audience was SMEs who were either van drivers or those involved in van purchase decisions.

•58% of respondents had significant or meaningful input into van purchasing.

•85% of drivers were consulted about buying a new van.

ADVERTISING AWARENESS AND RECALL

Van advertising was seen by 56% of respondents, a massive 77% of whom recalled Fiat as the make or model without prompting. Prompted recall was an excellent 66%.

PURCHASE CONSIDERATION

A very impressive 23% of decision makers said that the advertising increased the likelihood of them buying a Fiat van.

ADVERTISING ENVIRONMENT

73% of respondents saw van advertising at Motorway Services as appropriate.

Source: Market Management