Trooh Women's Network Delivers for Brands Seeking "Quality Time" with Consumers

A leader in the digital outofhome industry Trooh places its screens and large format static signage in top salons and nail spas delivering curated news and entertainment as well as relevant brand messages that appeal to female consumersAmerican women are earners and decisionmakers New Trooh research shows 40 of women are sole income providers and 97 of women identify as the primary shopper in their familyamp160So it is no surprise that savvy brands want to reach them with contextual advertising that engages and informs According to a new research study Trooh39s female consumers are educated affluent women in the key 1849amp160demographicquotOur media and environments create the perfect opportunity for brands to make an authentic positive emotional connection with womenquot said Trooh39s Chief Revenue Officer Alison Jacobs quotThere is no other media environment within our locations with the exception of mobile and our media is the perfect complement to mobile due to the high dwell time where women have the chance to research and go online to explorequotHow Trooh39s Women39s Network DeliversAs advertisers put renewed focus on context and engagement Trooh39s Women39s Network can be a smart option Trooh says it is in all the top DMAs and expanding its digital and static placements To ensure the content and advertising is in the best possible environment the company dispatches its team to visit physical locations To enhance the digital screens and static signage Trooh can provide mobile targeting and attribution as well as samplingThe Women39s Network delivers a highly desirable demographic with an average household income of 75000 and 73 of consumers falling between 18 to 49 years old a prized demographic for many advertisers Among the women 61 are parents and those women have a slightly higher average household income of 82000Jacobs said advertisers in financial services consumer packaged goods pharmaceuticals and technology are looking to reach female consumers in uncluttered environments and can all benefit from messaging within the networkWhen these women visit salons they stay awhile with an average visit time of 14 hours Manyamp160women lingeramp160for more than three hours They typically visit each location twice per month and women 2534 visit three times per month That time spent and multiple visits equals frequency and consistency for advertisers39 messagingOnce they leave the salon Trooh Women39s Network consumers hit the shops According to Trooh39s research 79 of women are more likely to go shopping after a salon visit About half go to the grocery store while a third stop into a drug store and 32 duck into a department store or fashion retailer Some women make multiple stops with Trooh reporting that 85 of women in its survey visit more than one retailer after a salon visitWomen have outsized influence over what they buy for themselves and their families Among top categories Trooh research indicates women make the following decisionsHealth and beauty 89Groceries 84Household goods 82Clothing 82Electronics 65Financial institutions and services 49Auto 39In today39s cluttered media environment out of home has emerged as one of the most effective ways to reach consumers Placebased media meets consumers where they are and on the go Often they encounter a brand39s message near the point of purchase or while they have their mobile device translating to sales and brand interactionsThis year the digital out of home industry is expected to overtake print newspaper in ad sales with brands spending 69 billion on digital out of home according to eMarketerDigital out of home offers advertisers a controlled brandsafe environment They can be assured what content their messages will be placed around and where consumers will interact with that campaign There39s also no skipping the ads no fraud and no way to block the mediaquotIt has never been easier to buy DOOH digital out of home at the click of a buttonquot Jacobs said quotThe pandemic certainly created an acceleration of brands adopting programmatic DOOH so they could be more immediate and responsive to changing market factorsquotTrooh39s Women39s Network brings brands into DOOH in exclusive locations and creates contextual alignments From packaged goods to health and beauty to automotive and entertainmentamp160these ads reach women when they are relaxed and relatively free from distractions which encourages brand recall and positive brand associationquotWith thirdparty cookies becoming more obsolete it is important for marketers and strategists to remember that placebased media environments such as Trooh39samp160have always offered precise audience segmentation in brandsafe locations that create engagement and connection with the right consumersquot Jacobs notedSpas and salons offer women a refuge from their busy work and personal lives a chance to exhale focus on themselves and enjoy a little entertainment Brands can benefit by participating in this environment After all haven39t we all earned a little selfcare and rejuvenationClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Trooh Women's Network Delivers for Brands Seeking "Quality Time" with Consumers

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Alli Romano

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Trooh Women's Network Delivers for Brands Seeking "Quality Time" with Consumers

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