October 20, 2010 15:45 ET

Nearly One-Third of Consumers Viewed a Place-Based Video Ad in Last 30 Days

Young Men More Likely Than Young Women to View This Kind of Advertising

NEW YORK, NY--(Marketwire - October 20, 2010) - According to new data from GfK MRI, 29.6% of U.S. adults have seen a place-based video ad in the last 30 days. This translates to a total of 67.4 million adults who viewed video ads in stores, shopping malls, restaurants, medical offices, bars, airports or health clubs in the last 30 days.

Age seems to be a factor in noticing this type of advertising, since both young men and young women, in general, are more likely than the population as a whole to report they viewed place-based video ads. However, young men aged 18-34 are considerably more likely than similar-aged women to have viewed a place-based video ad: young men are 28% more likely than the population as a whole to have viewed a place-based video ad in the last 30 days, while young women are 13% more likely than the general population to have noticed these kinds of ads.

"These consumers are particularly difficult to reach via traditional media options given their extremely active lifestyles. Marketers are embracing the digital place-based opportunities to intercept these active, young consumers where they work and play all day long," said Susan Danaher, President of the Digital Place-based Advertising Association (DPAA).

Video advertising in stores and shopping malls garnered the largest audience, at nearly 19% and 15% of the U.S. adult population, respectively. This was followed by nearly 11% of U.S. adults who saw a video ad in the last 30 days in a restaurant or medical office, nearly 9% who saw a video ad in a bar/pub or at an airport, and 7% who saw a video ad while at the gym or health club.

Consumer Exposure
Place-based Video Ads
Saw in Last 30 Days... Total Adults Men 18-34 Women 18-34
 ANY Out-of-Home Video Ad 29.6% 128 113
Video Ads in Stores 18.9% 131 117
Video Ads in Shopping Malls 14.9% 145 132
Video Ads in Restaurants 10.8% 175 106
Video Ads in Medical Offices 10.7% 133 103
Video Ads in Bars/Pubs 8.6% 198 122
Video Ads in Airports 8.4% 179 80
Video Ads in Gym/Health clubs 7.1% 174 116
Source: GfK MRI Survey of the American Consumer Spring 2010

About GfK MRI

GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers -- who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.

When conducting its national Survey of the American Consumer™, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because these interviews are structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular, cross-media and consumer-focused information. 

GfK MRI is part of The GfK Group, based in Nuremberg, Germany. The Group delivers a range of information and consultancy services in three business sectors: Custom Research, Retail and Technology and Media. It is the No. 4 market research organization worldwide, operates in more than 100 countries and employs over 10,000 staff, more than 80% of whom are based outside of Germany.

For further information on GfK MRI, visit our Web site: And, join us on Facebook ( and Twitter (

Contact Information


    Anne Marie Kelly
    SVP, Marketing and Strategic Planning
    GfK MRI: 212-884-9204
    Email Contact

    Steve Ellwanger
    Press Counsel Group: 203-856-8303
    Email Contact


Keyword Cloud

View Website