Mass marketing in many cases has become the equivalent of white noise to targeted consumers. Overexposed and underwhelmed, consumers are becoming frustrated with advertising clutter interrupting their everyday activities, at times considered disruptive and ineffective. Ad avoidance is on the rise as consumers boycott numerous avenues of interruption advertising through ‘ad blockers’ and paid methods to escape the continual advertising buzz. Our society is exhausted by the vast number of advertisements they’re confronted with daily, consuming their precious time. Time is invaluable and key to advertising success, as consumers value companies that save them time in a day, projecting a message only when it’s relevant. The time a message is exposed needs to be highly targeted to gain maximum impact and capture the small window of attention granted by the consumer. This lack of attention and consumer exhaustion has led to a decrease in printed advertising and television circulation, yet the rates are still increasing. These mediums obtain a vast reach, yet often fail to target immediate buyers and are therefore dismissed by potential consumers, quickly changing the channel or turning the page.
Radio and in-store broadcasting ascend this trend and remain a cost effective avenue for both reach and frequency. In-store retail advertising goes a step further than the well-known effectiveness of radio advertising, specifically targeting potential consumers during the point of purchase when real decisions are made. Shopper decisions are flexible and up to 70% of decisions are made once in-store, surroundied by promotional messaging. Unconsciously influenced by directional audio, shoppers are proven to be easily persuaded away from normal buying habits through non-musical sound. Unlike retail signage and product branding, directional in-store audio is heard through every department, down every isle, proving effective in increasing sales and customer attitudes towards a product. Combining the element of emotion and human interaction, captive audio advertising provides access to physical shoppers, not just potential consumers sitting in their living room at home, or driving the kids to school. Time and time again, advertisers are reminded that consumers need to be exposed to a product message numerous times before it’s absorbed. Through many mass media mediums this is not only expensive, but often forgotten once the consumer is in-store, surrounded by push media in all directions. Despite this knowledge in-store audio it is often overlooked by advertisers and viewed as a secondary means of advertising. Why would a cost effective, specifically targeted advertising medium, that reaches every customer in store be deprioritised? In the past, retail stores have been unable to guarantee the quality of audio advertising in-store, and the ability to play interruption free ads, due to ill equipped public address hardware. For years everyone in the industry has recognised this as an issue yet little has been done to eliminate the problem. To find out more about the new era of interruption free in-store advertising click on the tab for ‘Information for vendors’.