| medialifemagazine.com Out of Home
One more location that’s becoming popular for reaching consumers who are decision-makers for family purchases is the veterinary waiting room, typically filled with women and mothers with children in tow. To find out how to get your client’s message in front of this captive audience, read on. This is one in a Media Life series on buying the new out-of-home venues. They appear weekly. Fast Facts
What
Who
How it works SeeSaw is partnered with emebaVet of Modesto, Calif., a company that provides the screens, content and some local advertising. The loop shown on the screen is a mix of informational content and ads. “There’s the content chunk and the advertising chunk,” says vice president of marketing and SeeSaw co-founder Rocky Gunderson. “On the advertising side there’s local service companies and businesses and endemic products like pet food and drug companies. The third type is national brands, and that’s what we bring.”
“We’re seeing agencies re-purposing TV spots and finding it beneficial to have them think that through. This is an out-of-home digital medium with a different dynamic than television, where an advertiser can use a storytelling mode. It’s an opportunity to tell a brand story to this audience,” Gunderson says. Content typically is related to pet care. High-definition 40-inch screens are most common, except in smaller waiting rooms, where a 26-inch screen are often used. “Each of our hospitals is unique. They can be in a converted home, in a strip mall. We can address each hospital separately,” says Dave Titchenal, vice president of logistics for emebaVet. In some cases, where dog owners and cat owners are kept in different waiting rooms, two screens can be installed. The loop of content and ads is based on dwell time, or the time the customer typically spends in the waiting room, and that can range from 17 minutes where there's just one vet to 25 to 30 minutes in practices with several or more vets. The idea is to have loops run to such lengths that a customer will see it 1.5 times while waiting to see the vet.
The loop can also include news and weather in addition to information on pet topics like feline diabetes and fun facts about animals. Advertisers can sponsor segments that are related to their products. For example, a company that sells arthritis remedies might put its brand on an educational program about caring for pets with arthritis. National ads are typically 30 seconds. The focus can be on branding or a promotion. Product exclusivity is available. Programs play on the entire screen, but in some cases a ticker can run across the bottom. For example, during a recent pet food recall, screens ran emergency notifications underneath regular programming.
Markets
Numbers The American Pet Products Manufacturers Association reports that current pet ownership is at an all-time high with 68 percent of U.S. households having pets.
How it is measured
What product categories do well Local services and businesses like banks, insurance companies and stores also do well.
Demographics “The typical client is a woman of child-bearing age in there with the family dog,” Titchenal says. “Children are likely to be with her as well.”
Making the buy CPMs are based on the purchase of a 15-second spot for one week. Campaigns are typically one month, Gunderson says.
Who’s already on screens in veterinary offices
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