With the rise of retailer-specific investments combined with stretched budgets, brands are taking a closer look at tactical media plans and seeking partners that drive a one-two punch of awareness and conversion.

Throughout my marketing career, I’ve seen many media platforms that push lower funnel metrics like e-commerce display and search ads, as well as those that generate upper funnel awareness like broadcast and linear TV. However, I do not often see tactics that accomplish both well. Media tactics that reach consumers at the right time and place with undivided attention moments before they are about to take action are far from plentiful.

One that comes immediately to mind is On-The-Go Video. Let’s look at this growing medium, how it works across the marketing funnel with amplified return, and why it is a valuable addition to omni-channel plans.

First, what exactly is On-The-Go Video? In commerce media, On-The-Go Video is full sight, sound and motion video media located within close proximity to retailers, dining and entertainment establishments. It joins premium content with brand ads to capture a hard to acquire moment of undivided consumer attention with an entertaining and informative video broadcast.

Consumers engage with On-The-Go Video at fuel and convenience retailers, taxis, and ride shares. Oftentimes, a consumer will also view digital signage in public places or public transportation, but “Video” is the key component that further step-changes effectiveness by helping brands share their messaging and campaigns within a broadcast of engaging content at key moments when consumers are out and about taking action.

In short, On-The-Go Video offers brands a collapsed funnel marketing approach that drives awareness leading to immediate purchase inside that nearby retailer.

Here are 4 key reasons why On-The Go Video is a valuable addition to media plans:

• It captures higher ad recall and attentiveness: On-The-Go Video is +3.2X more attentive than CTV, and garners +41% higher more ad recall vs. linear TV, as well as +2.1X higher ad recall than social media.
  
• It’s an important last touch with consumers in proximity to retail: According to the Journal of Advertising Research, “Exposure in close proximity to purchase exerts a powerful influence on sales.” On-The-Go Video is one of the last Video impressions a consumer sees before going inside a store and shopping.
  
• Consumers spend more on errand days: It makes sense that the day a consumer runs errands coincides with increased planned and impulse purchases — but just how much more? A study by Affinity Solutions found that a fuel transaction predicts increased spending. Within three-hours post-fuel up, a consumer spends up to +4X more across top retailers like grocery, big box, and more.

• It allows for multiple and reinforced touchpoints during shopping occasions: 81% of viewers continue to spend money after engaging with On-The-Go Video. By adding it to media plans, advertisers can seed awareness and purchase intent and then reinforce messaging with an in-store or online call to action.

Capturing consumers at that perfect moment of attention and action is key to gaining marketing return. On-The-Go Video will be a valuable add to any media plan with its distinctive ability to support awareness and sales no matter where a consumer goes next on their shopper journey.

Kristal Walton, VP, CPG & Retail Industry, is responsible for helping to shape GSTV’s go-to-market strategy and grow brand partnerships for CPG and retail. She is hyper-focused on the development of successful brand campaigns leveraging GSTV’s captive and engaged audience. Kristal came to GSTV from SC Johnson, and she has an extensive background in the development of omni-channel marketing campaigns that span national media as well as shopper marketing tactics. She is proud to have led marketing strategy and execution for a myriad of initiatives across new store openings, new product launches as well as a ideating and executing successful incremental sales growth initiatives throughout her 15+ years in marketing. Kristal is a native Texan who currently resides in Chicago. She is a University of Arkansas alum where she ran Track & Feld for the Arkansas Razorbacks.