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Iconic digital screens at Canary Wharf prove highly effective, as ads resonate with commuters and show audience synergy

The Challenge

The council of a major European capital wanted to drive investments to its area and chose the iconic digital screens at Canary Wharf in order to reach one of London’s most premium audiences.

The Execution

In March 2017, Exterion Media ran an ad-effectiveness research study looking at 8 different brands running high impact campaigns on the digital screens at Canary Wharf – one of Exterion Media’s most premium environments. 

To promote investments in its area, the council of one of Europe’s major capitals chose this format in order to maximise impact and reach one of London’s most valuable audiences. 

In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. We conducted 217 face-to-face interviews supplemented with 32 interviews online, in order to make sure we reached this premium audience. The sample consisted of ABC1 adults, 18-64 year olds (60% males/40% females).

All of those interviewed (face-to-face and online) had used Canary Wharf Tube station frequently over the two weeks when the campaigns were live.

The Results

More than half of those frequently passing through Canary Wharf station recalled the ads, showing high impact. More than three quarters of commuters thought the ads were non-intrusive and drove almost another three quarters to want to engage with the brand. 

 

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Information

Results

Impact

91% of those who recalled the ads thought they were eye-catching


Driving action

73% of those who recalled the campaign said the ads made them want to engage with the brand