Entertainment Fans
Reach influential Entertainment Fans with SeeSaw Networks. SeeSaw allows advertisers to move beyond broad demographics and effectively target a diverse audience of consumers who share a passion for entertainment. Through its extensive digital place-based advertising network, SeeSaw delivers over 20,000 venues and over 30,000,000 impressions in locations such as bookstores, coffee shops, bars and restaurants, entertainment retailers, and college campuses. Intercept this audience in its daily routines and tap into a market of consumers who are actively seeking exciting new entertainment possibilities.
Overview
SeeSaw Networks has the most extensive network in the United States to reach entertainment fans as they are out and about and looking for entertainment.
The SeeSaw Network reaches entertainment fans in a big way:
Today’s entertainment fans have more options at their disposal than ever before. As more and more new media invade the landscape, multitasking has become the name of the game. Savvy consumers have learned to filter the onslaught by controlling their own entertainment experience through technologies such as digital recording devices like DVRs and iPods as well as video content over the web. Because they have more control over their own experience, advertisers have less. With SeeSaw, advertisers can intercept these consumers at optimal points in their day and engage them wherever they go. |
Venues
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Day in the life
Day in the Life of Entertainment Fans
As entertainment fans like Robert and Diana go about their day, digital out-of-home media engages them in the places that they seek entertainment:
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8:30 AM – Perk up at the Coffee Shop
8:30 AM – Perk up at the Coffee Shop
Diana stops at Coffee Bean on the way to work. While waiting to place her order, she views the strategically placed screen displaying the day’s weather and news highlights. She watches as the images rotate from news to eye-catching advertisements for local stores, restaurants, and products. |
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6:00 PM – Happy hour at the local Sports Bar
6:00 PM – Happy hour at the local Sports Bar
Robert and a few coworkers head to a nearby sports bar after work to unwind. The game is displayed on large digital screens alongside local advertising content. |
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6:10PM – Stocking up at the Grocery Store
6:10PM – Stocking up at the Grocery Store
Diana makes a final stop at the grocery store to pick out a bottle of wine for dinner at a friend’s house. While waiting in line at the cash register, she sees the groceries stores special deals along with amusing advertisements of products she enjoys. |
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7:00PM – Dinner at a Restaurant
7:00PM – Dinner at a Restaurant
Robert meets some friends for dinner before heading to an evening movie with his girlfriend. While at dinner he browses the digital jukebox and picks a couple songs to play for his friends. |
Activities
Activities for Entertainment Fans
Entertainment fans have weekly routines that revolve around high levels of entertainment-oriented content and programming:- Attend school or work 8 to 10 hours per day
- 1 to 2 lunch dates per week with coworkers and friends
- Attend movies 1 to 2 times per month
- Rent movies to watch at home multiple times per month
- Weekly dinners with friends or family
- Interact with some form of media 10 hours per day or more
- Spend much of their spare time online
Research
Research About Entertainment Fans
"Americans have an unquenchable appetite for entertainment and recreation. As our culture becomes more affluent, more and more of consumers' discretionary spending will be directed toward satisfying consumers' desire to be entertained. Futurist Graham Molitor predicts that by the year 2015 a new age of leisure will dawn when more than half of the nation's GNP will be generated from the entertainment product and leisure industries."
Source: Unity Marketing, "Why People Buy Entertainment and Recreation" synopsis. Dec 2003.
Entertainment Fans' Awareness of Digital Out-of-Home Media (Avid Movie Goers Segment)
- Avid movie goers report a significantly higher rate of having seen digital signage advertising within the last year as compared to the general adult population. (74% vs. 62%)
- Avid moviegoers have a significant level of engagement with digital signage advertising. 14% more avid moviegoers than general adults say that they pay "some" or "a lot of" attention to digital signage advertising.
- 51% of avid moviegoers said they had taken action after seeing advertisements on various media (compared to 36% of general adults).
- 69% of avid moviegoers expressed that digital signage catches their attention. This percentage was higher than any other form of media polled, including: billboards, magazines, television, Internet, newspapers, and radio.
Source: OTX Digital Out-of-Home Media Attitudes and Awareness Study - 2007
Download OTX Moviegoer ResearchDownload OTX Full Report
Spending Patterns of Entertainment Fans
- Americans have an insatiable appetite for entertainment and recreation which resulted in $705.0 billion in spending in 2004, an increase of 6.8 percent over 2003, according to a new Unity Marketing study Entertainment and Recreation Products Report, 2005, on consumers' entertainment and recreational product purchases.
- Consumers spent $22.8 billion renting and buying DVDs in 2005, up approximately 8 percent from the year before. Source: Business Wire, "Consumer Spending Reaches $24.3 Billion for Yearly Home Video Sales; DVD Players in More than 82 Million U.S. Homes." Jan 5, 2005.
Media Consumption of Entertainment Fans
- -They enjoy socializing and participating in activities outside of the home to a greater degree than does the general adult population.
- Venues where they are most likely to see digital signage advertising include: malls, along highways and streets, airports, retail entertainment venues, convenience stores, etc. Source: OTX Digital Out-of-Home Media Attitudes and Awareness Study - 2007
- Consumers currently spend about 10 hours per day with some form of media; this is likely to grow to 11 hours or more in 2008.
- Entertainment lovers are also entertainment collectors. Music, videos, games...the list is endless.
- "Moviegoers" consume an average of 329 minutes of media per week (television and radio): non-moviegoers an average of 143 minutes per week.
- Among total Persons 12+, 24% self-identify as buying new products and services either first or before most people they know. Among moviegoers, this percentage grows to 32%, and among frequent moviegoers, to 40%.
- Frequent moviegoers are significantly more likely to have visited an electronics store in the last month. Fifty percent of frequent moviegoers have visited an electronics store in the last 30 days, compared to 29% of total Persons 12+.
- Frequent moviegoers are twice as likely to have gone to a professional sporting event in the last month. Twenty-six percent of frequent moviegoers have been to a professional sporting event in the last month--more than double the percentage (12%) for total Persons 12+.
- Eighty-two percent of frequent moviegoers have visited a shopping mall in the last month. In a week, 51% of frequent moviegoers visit a shopping mall.
- Over two-thirds of frequent moviegoers have visited a fast-food restaurant in the last week; 84% in the last month.
