More good news for digital media advertising company Destination Television Incorporated (DSTV.OB) today as a month-long research study from Australia publishes its results. The study, which combines work by Galaxy Research and Sigma audited point-of-sale data, compared two products (Hydralyte and Blackmores Women’s Vitality) in four pharmacies year-on-year, month-on-month and like-for-like stores. The difference was that two of the pharmacies were outfitted with digital media advertising screens and the other two were not.
The research shows a sales increase of up to 20 percent against comparable stores who do not display the digital media advertising. The study was conducted with as few variables as possible, and no additional point-of-sale promotions or catalogs were placed in the pharmacies for the two products participating in the research. Jon Marshall, the manager of an Australian media advertising firm, commented on the study by saying, “There is now a strong body of evidence from numerous studies both in Australia and internationally that support the media platform as a valid and effective way of engaging consumers at point-of-purchase. We can prove that pharmacy visitors are seeing the screens, recalling the advertising and responding to the messages.”
This study is just one more piece of evidence on the side of Destination television. Their strategically placed digital advertising continues to gain momentum in the United States as their viewing traffic approaches nearly 5 million annual viewers. DSTV currently broadcasts Bar TV, Gym TV and Hotel TV and is aggressively expanding its service area and customer base due to its success. As more information about digital media advertising continues to be published, advertisers will become aware of the success of this unique form of “advertainment” as DSTV calls it.
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