Small OOH formats ideal for FMCG brands to connect with mid-segment market

South Africa based Provantage Media Group maintains that while marketers tend to focus on the affluent consumer as they have greater spend and tend to be keen on trying new brands, the mid-segment consumers are of the essence to a gamut of FMCG brands. As cited in a Biz Community report, lower income earners account for 42% of all spend in South Africa. Who wouldn’t want to reach and convert consumers in this lucrative yet frequently taken-for-granted market, of which significant growth is expected?” 

Marketers may find it tricky to reach these consumers. Some live in rural areas and migrate to cities to find employment, but don’t engage with brand messaging because of language or cultural barriers while many may not have access to certain media formats. 

Small-format OOH such as BQS can provide both the coverage and the scale needed to attract these consumers close to point of purchase without straining the marketing budget.

The report adds that “this consumer base loves OOH as a medium, finding it colourful, engaging, and informative. It is well adopted, received and consumed.” 

“Out-of-home dominates ad exposure during the last window of opportunity, reaching 88% of those exposed to any ad, with only 13% of adults not susceptible to last-minute influence. Awareness of out-of-home advertising during this pre-purchase period increases the likelihood to find out more about a product and to buy a product. In a country with a growing FMCG consumer base that has increasing discretionary spend, it’s abundantly clear that small-format OOH provides a very compelling case for a slice of the pie in the media-buying plan.”