"Clubbing" demographic has high brand recall

Marketers may be a little surprised at the results of a recent Arbitron survey. According to researchers, bar hoppers have high brand recall.

by Kristina Knight

The survey says that bar hoppers have 43% brand recall for ads served on the Ecast platform. Ecast is an out-of-home ad network that serves ads through screens attached to digital jukeboxes.

"What surprised us was the number of people who used digital jukeboxes themselves or watch someone like a friend using one," said Diane Williams, product manager for custom research with Arbitron. "They interact with it like they would with ads on the Internet."

Bars and nightclubs are a high priority for marketers, who see the demographic within a kind of captive market. The bar/nightclub market is also key in delivering the ever-elusive male 21 to 34 demographic.

How does this market relate to online marketers? To capitalize on the benefits of in-bar advertising, marketers could create a cooperative marketing campaign that includes both online and offline ads, they could co-op an ad campaign with a beverage company or simply include these digital ads as part of an overall campaign. With the high brand recall rate, it is clear that advertising to bar patrons is a good idea.