By Matthew Court, Head of Advertising Sales at Stadia Solutions
Dwell, dwell, dwell*, we meet again. Welcome back to our hotly anticipated concluding post on our guide to dwell times.
How good is our dwell time and how do we know we’ve got it?
As we’ve covered before, we know exactly how many people are in our grounds on matchday thanks to the fact we have access to real-world ticket data. This isn’t poorly paid people standing by the side of the road with clickers, this is actual data from clubs counting the number of tickets they have sold.
We know that our A3 panels above urinals are seen for 30-60 seconds per fan visit sometimes more at half-time when you’ve had to hold it for the first half of the game. We know our posters are seen because, well, there’s not much else to look at without being a little bit rude to the fan standing next to you. That’s 30-60 seconds of undistracted views of your advertisements, and plenty of time for you to either really drill a simple message in to the brains of the fans, or get across a more complicated or detailed message that you wouldn’t use OOH posters for (due to a relatively low average dwell time).
We know that our 6 Sheets (large concourse posters) are usually placed in areas fans gather to have a pint and a pie and talk about the game, and by our knowledge of our environments and what our stadium managers tell us we can estimate average dwell time to be 7-10 minutes for groups of fans in the communal areas.
In the clubs where we have TVs we have similar sorts of estimated dwell times at 9-12 minutes.
The key thing about our dwell times is that we try to focus on the time the audience spends in the actual vicinity of our posters, not in the overall environment. Many OOH firms will say that they have a dwell time of more than an hour but that’s usually focusing on the time a person spends in that area (perhaps an airport or mall), not in front of a particular site (FYI we could go down that route and say that our average dwell time around 2 ½ hours, as that’s the average time a fan spends on-site each fixture, but we don’t).
What does that mean for you and your campaigns?
It’s the conventional wisdom, and to me quite logical, that the higher the dwell time the better for advertisers. I mean, who wouldn’t want their ad looked at for longer?
A study by CBS (Exterion before it was called Exterion) suggested that ad’s seen in a high dwell time resulted in an audience being 50%-75% more ‘motivated’ by the ad. This makes sense to me and doesn’t sound like an over-exaggeration. There were other metrics, too, such as brand recall, message retention and brand empathy that showed similarly high numbers. It’s logical that to me that the more time someone spends in the environment that an ad is in, the more often they will look at it. Again, who wouldn’t want their ad looked at for longer?
OK, tell me more…
We’re not just about dwell time, we’ve got some of the hardest working posters in media during the four hours every ten days our venues are open for business, and we’re able to do some pretty clever stuff with what some would call ‘traditional’ media (how about targeting different audience groups by using different areas of the grounds, like targeting dads who’ve bought their kids to the game by focusing on family stands?). Here’s a link to the relevant page on our website that can give you some more info on our formats and what we do (and how):
If you’d like any more information drop me a line on firstname.lastname@example.org or give me a call on 0207 100 4545.