Reach
GEM network displays cover public locales through which many people pass. The displays currently reach more than 820,000 people during their journeying time, and achieve almost five million communications with them. The displays thus directly influence purchase decisions as well as increase brand awareness.
Demography
GEM addresses a so-called active audience, those commuting to and from work, as well as those who are shopping or otherwise travelling about town. The demographic structure of this population is accordingly extremely diversified and encompasses those target groups which thus far have only been address via specialised media channels.
Reaching particular target groups is ensured through the selection of an appropriate GEM network as well as the provision of a location-related display and specific time of exposure.
Instant Distribution and Simple Updating
Remote management enables the instant dissemination of content to the displays, thus there are no printing or distribution costs. High quality multimedia production services are available, and with long-term leases prices include a weekly amendment of advertising messages. If daily content amendment is necessary - such as in the case of daily offers - advertisers may independently administer content via a simple internet interface.
User Integration
One of the biggest advantages of GEM is its ability to interact - and thus integrate - with its users: the public actively co-design the medium using their mobile phones. Upon request, users may obtain more information on the advertised products and services, enter competitions and prize games, make use of discounts in the form of bonus vouchers, or download free-of-charge mobile content to their phones. User-friendly mobile marketing offers a personalised experience, which enhances the perception of content, strengthens the brand, enables instant response and thus increases the tendency to make a purchase by 36 % *.
A Most Cost-Efficient Mass Media
Owing to the number of displays, the nature of installation as well as the manner of conveying content, the reach of GEM networks is comparable to the most widely read printed media and even TV.
Price comparison of GEM with more traditional forms of advertising reveals that the price for addressing 1000 individuals (CPM) is almost half of that for TV advertising, and one tenth that for advertising in printed media. If complemented by a high frequency of exposure, which ensures a good response to an advertisement, GEM undoubtedly proves to be a most cost-efficient solution.
Average price of reaching 1000 consumers in Slovenia**
* Source: Bamba & Barnes, 2007, p. 818
** The following data was used: NRB 2009 (Valicon); Official media pricelists; Marketing Magazin, February 2010; Data on Urbana Cards sold (LPP - Ljubljana City Public Transport).
