Business Professionals
Meet Tom. He’s a Senior Vice President at a financial services company. As a business decision maker, Tom is part of an affluent life pattern that represents a high valued audience to advertisers given his income and spending patterns.
Always on the move due to his work schedule, Tom only has time to glance at the front page of the Wall Street Journal in the morning. Married with two kids, Tom not only purchases gifts for his family, but is influential with friends and family on brand and product preferences. Capture the attention of Tom, and you capture the attention of his network.
Overview
SeeSaw Networks has the most extensive network in the United States to reach business decision makers as they are out and about during their busy life patterns.
The SeeSaw Network includes:
The busy lifestyles of the business decision makers make them difficult to reach through traditional media channels. However, SeeSaw's extensive network of venues provides a number of opportunities to engage this highly sought after audience. |
Venues
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Day in the life
A Day in the Life of a Business Professional
As Tom goes about his day, place-based media engages him across a variety of venues: |
6:30AM – Health Club
6:30AM – Health Club
Tom leaves for work, with a stop at his athletic club for a quick workout. In between reps, he checks out sports highlights and the ads playing on the TVs placed throughout the club.
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7:45AM – Gas Station
7:45AM – Gas Station
On his way into the office, Tom stops off to fill up his BMW 540i. As he is filling up, he watches news highlights and ads playing on the small TV on each gas pump.
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8:03AM – Office Building On the way up to the office, Tom catches up on some news headlines on the elevator screens. An ad for a new car also catches his eye since he's thinking about replacing his current car. |
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12:00PM – Bars and Restaurants
12:00PM – Bars and Restaurants
Tom has a business lunch at a local restaurant. While waiting for a table, he is entertained with one of his favorite shows and funny ads playing on a TV in the waiting area.
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2:22PM – Executive Airport
2:22PM – Executive Airport
Tom rushes to the FBO to catch a flight to his office in Los Angeles. He catches important information about his flight and his destination along with interesting ads on TVs placed throughout the terminal.
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4:05PM – Golf Course Tom, an avid golfer, gets nine-holes of golf in at his club before checking in at his hotel. While checking in, TVs are running news, sports, and entertainment highlights along with ads to entertain guests as they check in. |
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6:30PM – Hotel Tom checks in at a new hotel that he wants to try after seeing an ad in the elevator back in his office. |
Activities
Activities for Business Professionals
- Leaves for work at 6am
- Conducts business lunches 3-4 times a week
- Travels 40% of the time, using his company's corporate plane for a quarter of the travel
- Spends a few minutes reading the front page of the Wall Street Journal
- When he's not traveling, is usually home by 6:30pm -- likes to use the occasion to spend time with his family at dinner, help the kids with homework, and catch up on a few household repairs
- Belongs to a health club and works out 2-3 times a week. Wife also uses the health club, working out 5 times a week
- Belongs to two golf clubs, playing at least once a week. A few times a month, likes to get in a round of golf with friends before heading into work
- Owns a summer home - - drives out several times between April and October
Research
Research About Business Professionals
Business Professionals’ Awareness of Digital Out-of-Home Media
- Business professionals are more aware than general adults of advertising on digital signage at 71% vs 62% for general adults.
- On average, business professionals who are aware of the media have seen digital signage advertising at between six and seven different locations within the past week.
- Business professionals have very active lifestyles when they are not in the office or traveling on business, and 43% pay some or a lot of attention to digital signage advertising.
- Business professionals find digital signage to be more unique and interesting than traditional media, such as billboards, newspapers, radio, and the Internet.
Source: OTX Digital Out-of-Home Media Awareness and Attitude Study – 2007
Download OTX Business Professionals ResearchDownload OTX Affluents Research
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Spending and Media Consumption Patterns of Business Professionals
- Travel frequently to major business centers such as New York, Los Angeles, Chicago, San Francisco, London, Paris, Hong Kong, Tokyo, Beijing and stay in suites at top-end hotels
- 58% say they are interested in acquiring new real estate
- 47% belong to two or more golf clubs
- Vacation in resort areas several times a year
- 80% own their own home
- 93% invest in mutual funds
- 59% invest in stocks - 28% in bonds
- 40% take vacations twice per year
- 93% own high-end electronics
- Most own or lease two or more vehicles
