'Pump Top' Video Reaches the 'Ungettables'
SANTA MONICA, Calif., Dec. 6, 2012 /PRNewswire/ --The "Ungettables" - drivers 18 to 54 who are otherwise disconnected from traditional media, and who live largely online and on smartphones - can reliably be reached at the gas pump, according to new research conducted on behalf of Outcast Media by Equation Research.
This "Ungettable" audience, who drives more than 8,000 miles each year and lives in the top 25 DMAs, resists TV commercials, bypasses online ads, shops through smartphones, gets its news from late night shows and websites, and, according to Nielsen Media Research, fuels up at least once a week. Outcast's network reaches this customer at more than 15,000 pumps across the country.
Forty-four percent are more likely than most to watch online video and stream content from their smartphones, the "Ungettables" are accustomed to getting information in new ways. They also bypass ads and are frequently distracted when using traditional media - 44% report that they browse the Internet, 33% say they check email, 31% text and 33% use social media while watching TV, numbers that are significantly higher than the general population and affirm the importance of being able to capture their attention at the pump.
In a recent report by Lieberman Research in conjunction with Outcast for Mazda, consumers at the pump who were exposed to Mazda's "Better. Stronger. Smarter." TV campaign indicated that they are 55% more likely to consider Mazda the next time they shop for a new vehicle.
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