THE Jamaican advertising market has become extremely competitive in recent times. With this increased competition comes the drive for advertisers to revolutionise the industry by striving to find more savvy and innovative ways to reach their target audience.
The latest innovation to hit mainstream advertising in Jamaica is the state-of-the-art feature Motion Images (MI) which takes advertising to a whole new dimension.
Motion Images is basically a back-lit advertising display with moving posters of the highest definition and vivid colour pictures for optimal attraction. Each unit has the capability to showcase anywhere between 2-25 high quality images, therefore providing motion billboards with the ability to highlight a wide range of products and/or services. It has the potential of capturing the attention of the target audience whilst retaining their interest since many images are being exposed.
SURVEY
In a survey conducted by the United States based, Point of Purchase Advertising Institute, POPAI, "when displays and advertising were both used, the increase in purchase rate for snacks was 639 per cent, for paper products 919 per cent, for beer 995 per cent, for soft drinks 1,111 per cent and for coffee 1,242 per cent. Other categories such as candy, gum, shaving items and pet food also showed significant sales gains."
In a separate study by Product Acceptance and Research Inc. for the beer industry measured consumer awareness and sales between a static display, a motion display and no display. Some 43 per cent of respondents recalled seeing the static display and an outstanding 94 per cent recalled the rotating display. Approximately 80 per cent of those recalling the motion display remembered it was for a particular brand of beer.
STUDIES BOTH CONCUR
"These studies both concur that Motion Images do aid in significantly increasing sales figures far more than not having a display or having a static display," stated Melody Cammock, communications consultant and business development director of Communications and Business Solutions Limited (CBS). "With rising costs of print, radio or television advertisements, Motion Images is an affordable yet effective means of reaching consumers."
Motion Images is 51-102 per cent more effective in both product sales and awareness than static signage because it combines the eye-catching power of movement with vivid graphics to create the ideal advertising tool, she said. Additionally motion signage is the most affordable signage available, costing substantially less than other available systems.
"This new, dynamic and affordable advertising option will modernise the landscape of in-store advertising due to its size variations and mobility," said Floyd Green, senior marketing officer at CBS Motion Images division. He said, "Places where other advertising options could not be seen or heard are where Motion Images will be present."
