• Ad Age, Thursday, August 9, 2007 11:30 AM

A new Arbitron study of bars and nightclubs has discovered that average brand recall hit a whopping 43% for an ad that ran on the Ecast platform, an out-of-home net that runs on 10,000 digital jukeboxes in the U.S. The research -- done last year in New York, Seattle and Columbus -- tracked patrons who spent more than one hour in a bar and used Ecast.
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"What surprised us was the number of people who use jukeboxes themselves or watch someone like a friend using one," says Diane Williams, Arbitron's product manager for custom research. "They interact with it like they would ads on the Internet."

Drinkers will soon be seeing even more ads as Zoom Media and Marketing will expand its stable of digital billboards to more than 50 venues by October. With bars and nightclubs among the top places that out-of-home marketers consider "captive environments," Zoom President Dennis Roche says the key to reaching an elusive 21-to-34 male demo in social settings is keeping them entertained.

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