Our Competitive Edge

Independent evaluations on the Convenience Advertising narrowcast strategy have found the Convenience Advertising method a viable and highly strategic approach in changing the attitudes and behaviours of respective target audiences.

The Convenience Advertising method ensures a captive audience through the narrowcast strategy, targeting specific groups or populations according to specific demographic and psychographic variables.

Captive Audience

Convenience Advertising is effective in reaching its audience because the audience is temporarily captive and therefore willingly attends to small and easily absorbed printed messages. For instance, various research studies have found that during an average drinking session, a man will visit the bathroom an average of 3 times. This ensures strong reach and frequency of messages placed within washrooms.

Private Space

By placing messages within the bathroom environment, our clients are able to reach their audiences within a private public space where the messagcan readily attend to message content. Particular issues which are sensitive in nature can be addressed, invariably within the realms of the privacy of the space greater attention and action from the target audiences is observed.

Narrowcast and Selective Targeting

Since toilet blocks in purpose built areas attract specific demographic groups of people, the technique can narrowcast specific messages by target group, and offer the creative director the chance to tailor messages to particular target audiences. This can be an advantage over broadcasting to a wider audience and, as a result, seeming irrelevant or offensive to many while being too bland for those particularly in need of the informative message.

Sustained Message Delivery and High Recall Rate

Evaluative research indicates that the medium of Convenience Advertising ensures high visibility and a sustained message delivery (average exposure of any one display frame was 2 minutes and 54 seconds). This indicates that the medium’s sustained message delivery offers the audience the opportunity to make a careful study of the message on display. Recent Convenience Advertising campaigns have achieved as high a recall rate as 92 per cent. For details of our research, please click here.

High Reach and Frequency

In venues with stable or regular clientele/audiences (e.g. student populations in universities) there is a strong frequency which allows for the opportunity of message rotation. Researh indicates that sich repeated exposure to the ads, by virtue of using the toilet facilities regularly, is related to their higher recall Interaction between medium and design. Convenience Advertising is a particularly effective method for delivering information when the target group, location and message-design are successfully integrated. This ensures greater message cut-through influencing recall and behaviours attributable to the message.




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		Our Competitive Edge Independent evaluations on the Convenience Advertising narrowcast strategy have found the Convenience Advertising method a viable and highly strategic approach in changing the attitudes and behaviours of respective target audiences. The Convenience Advertising method ensures a captive audience through the narrowcast strategy, targeting specific groups or populations according to specific demographic and psychographic variables. Captive Audience Convenience Advertising is effective in reaching its audience because the audience is temporarily captive and therefore willingly attends to small and easily absorbed printed messages. For instance, various research studies have found that during an average drinking session, a man will visit the bathroom an average of 3 times. This ensures strong reach and frequency of messages placed within washrooms. Private Space By placing messages within the bathroom environment, our clients are able to reach their audiences within a private public space where the messagcan readily attend to message content. Particular issues which are sensitive in nature can be addressed, invariably within the realms of the privacy of the space greater attention and action from the target audiences is observed. Narrowcast and Selective Targeting Since toilet blocks in purpose built areas attract specific demographic groups of people, the technique can narrowcast specific messages by target group, and offer the creative director the chance to tailor messages to particular target audiences. This can be an advantage over broadcasting to a wider audience and, as a result, seeming irrelevant or offensive to many while being too bland for those particularly in need of the informative message. Sustained Message Delivery and High Recall Rate Evaluative research indicates that the medium of Convenience Advertising ensures high visibility and a sustained message delivery (average exposure of any one display frame was 2 minutes and 54 seconds). This indicates that the medium’s sustained message delivery offers the audience the opportunity to make a careful study of the message on display. Recent Convenience Advertising campaigns have achieved as high a recall rate as 92 per cent. For details of our research, please click here. High Reach and Frequency In venues with stable or regular clientele/audiences (e.g. student populations in universities) there is a strong frequency which allows for the opportunity of message rotation. Researh indicates that sich repeated exposure to the ads, by virtue of using the toilet facilities regularly, is related to their higher recall Interaction between medium and design. Convenience Advertising is a particularly effective method for delivering information when the target group, location and message-design are successfully integrated. This ensures greater message cut-through influencing recall and behaviours attributable to the message.

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