Emerging Platforms

Nightclubs

Posted by Clyde Desouza on January 7th, 2010 at 12:00 am

Digital

Digital Advertising in Nightclubs

Targeted Digital Advertising; the "Why"

Targeted advertising is "in"; mass media advertising is out. We can already see how in-effective mass media advertising is, with the decline in revenues faced by traditional media delivery platforms such as television and print. Even Digital mass media advertising is slowly suffering, with the introduction of built in email spam filters and laws against cold calling and unsolicited SMS coming into force in many countries. It was always a hit and miss affair anyway. The idea that you spam everyone,  and hopefully attract or trap many.

With control of media consumption now in the hands of the consumer, there is a focus on media delivery that places importance on quality over quantity. Just as the shift from traditional to Digital Media by consumers allows them granular control over what they consume, the same advantage can be used to the benefit of the advertiser, tailoring and targeting the brand message to a desired demographic, thereby achieving a higher and measurable success rate, than blindly "broadcasting" a message that never reaches the audience because of automated filtering and end user control.  Targeted Digital Advertising can be applied to segments of society, such as the financially more stable Senior Citizen, but focus has always been on the cool and younger Gen Y or Millennials, as an audience .

Targeted Digital Advertising in Nightclubs; the "How"

Interactive

Interactive Visuals - Perfect for Brand Entertainment

The aim of every advertiser is to get a consumers attention. It used be a matter of "eyeballs". That form of metric was not always straightforward to gauge success, because there was no guaranteed way to measure how many eyeballs saw an Ad. For example, for a Digital Signage flat screen or Billboard in a shopping mall, while the footfall may be 1000 per hour, there is no guarantee that 1000 pairs of eyeballs saw and registered the ad on the billboard. Some times there are eye tracking devices, but a casual glance does not mean that the Ad was registered. Interaction is always a sure fire way of guaranteeing that the brand message has been absorbed, but until such a time that people Interact with a Billboard, the search for ideal Media delivery platforms continue.

Nightclubs are an ideal targeted platform to address the affluent, and young adult demographic. This has of course been realized and not wasted by brands that deal exclusively with this demographic. But in most cases and barring a few sponsored events, the brands using this media platform have only been the ones that cannot advertise freely over mass media, i.e. tobacco and alcohol brands.

Nightclubs are a place where people are at their relaxed best. They are there to be entertained, and unlike other entertainment media platforms such as television or venue based locations such as Cinemas, where the entertainment is passive, Nightclubs offer the perfect interactive entertainment venue. All that a brand needs to know is, how to provide the audience or consumer with a "Brand Entertainment" experience.

Brand Entertainment:

In most advertising scenarios, the brand message is pushed, in-between the entertainment. This is noticed in everything from Radio, television, Cinema and even a magazine. The key difference in christening the Nightclub as a media platform, is that it allows the brand to entertain!   in order to avoid cross posting the entire article, read the rest here.

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