GRAND Inc., which operates the office building media 'GRAND' (Mitsubishi Estate Group), has released 'Best Practices for Utilizing Office Building Advertising,' offering operational insights for B2B marketing and recruitment professionals based on the Ministry of Internal Affairs and Communications' 'Rate of Media Usage by Time of Day' for 2024.
To reach professionals at large enterprises—who are often difficult to reach through one-off measures like exhibitions, webinars, or recruitment events—many B2B companies are adopting a '9-contact' strategy via 4 weeks of ad exposure to surpass the thresholds of the Mere-exposure effect and the 3/7 hit theories for brand awareness, recruitment branding, and driving organic search.
Office building advertising is a medium where viewing environments, contact frequency, and timing can all be precisely designed. This release discloses the 'Four Principles of Designed PR.'
Principle 1: Reach during the '8 Blank Hours' Active engagement with TV, newspapers, and social media significantly drops among business professionals between 9:00 AM and 5:00 PM on weekdays. Office building advertising is the only medium reaching them during this time, with GRAND achieving a measured reach rate of 64.6%.
Principle 2: Achieve '9 Contacts' with at least 4 weeks of exposure With an average of 5.4 elevator rides per day, 4 weeks of exposure yields '9.0 contacts.' This is the minimum scale required to simultaneously satisfy the thresholds for the Mere-exposure effect, the 3-hit theory, and the 7-hit theory (Effective Frequency).
Principle 3: Optimal creative duration is 6–15 seconds In the mandatory viewing environment of an elevator, short-form, high-density creatives are most effective. We recommend re-editing TVCM content into 6–15 second formats.
Principle 4: Integrated effectiveness verification with complimentary BLS GRAND provides end-to-end support, from ad delivery to effectiveness verification.
FACT BOX
- Source: PR TIMES
- Category: Survey