Media technology

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A Lancashire media company has signed a partnership with Blackburn-based EG Group to install pioneering advertising technology across its portfolio of gas stations.

Kirkham-based intelligent audio communications solutions company Audiebant Media to create new multi-sensory platform for brands to reach millions of car users at roadside retail outlets across the Kingdom -United.

Delivering advertising surround sound, innovative Audiebant Media technology empowers brands to connect with consumers in a unique, unmissable format they can hear, see and touch all at once.

By incorporating Audio Out Of Home, Digital Out of Home and Pump Toppers, brands can source around 370 EG Group forecourts across the UK to roll out fully immersive advertising and sponsorship campaigns that can be targeted at regional and hyper-local level.

The forecourt sector as a whole is now worth £ 4.7bn, excluding fuel, with top-selling categories including soft drinks, confectionery, and ready meals and cold meats. The average customer visits their local forecourt 3.14 times per week.

The sector, often overlooked by advertisers, is changing rapidly. Courts in the UK are expected to grow at a faster rate in 2019-23 than in 2014-192, when only 19% of forecourt buyers cite fuel as the main reason for their visit.

Experts predict that customer spending on forecourt will continue to shift from purchasing fuel to convenience retailing.

EG Group offers national reach and has an ambitious growth strategy in the UK and globally, particularly around its successful catering operations.

In a recent Audiebant Media trial with energy drink brand Red Bull, the company saw a direct sales increase of 34% after a three-week trial.

Audiebant Media’s state-of-the-art system uses signal detection theory, which dictates that messages must be different from their context to have an impact – this is essential at a time when traditional forms of advertising struggle to influence savvy consumers who increasingly find ways to ignore or ignore advertisements.

Brands can provide creative resources directly to Audiebant Media for delivery or, alternatively, in-house audio specialists can create high-quality sound that conveys key messages with impact.

Josh Dean, Commercial Director, Audiebant Media, said: “With refueling an autopilot task, the Audie approach means brands can grab the attention of millions of captive listeners across the UK.

“With an average consumer spending four to six minutes at the pump per visit, this unique approach offers enormous untapped potential for advertising.

“Regional and hyperlocal marketing also remains difficult to navigate for brands and businesses. Our approach to localized audio content means the creation is tailor-made for the region, crafted with local awareness and sensitivity, which helps drive the conversion of hearing, seeing and touching to purchase.

He added, “With our combined experience in customer service and intelligent audio communication, we look forward to seeing the potential of this one-of-a-kind partnership to put brands at the center of the consumer’s psyche. “

Ilyas Munshi, Group Commercial Director, EG Group, said: “Our strategic partnership with Audiebant Media provides a comprehensive audio marketing platform for convenience retail and pump advertising opportunities.

“EG Group is also deploying digital screens and our partnership complements this digital strategy.

“The combination of Audiebant Media’s innovative technology and our extensive network across the UK provides an engaging platform for a variety of consumer brands to reach and engage new audiences. “

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