HD-ready consumers

The rise of HD-ready consumers has driven Take One to invest in digital duo-media display stands. Managing Director, Philippa Harris, explains -

'A new, more sophisticated and independent generation of HD-ready consumers is emerging* as a result of increased exposure to interactive media – and these HD-ready consumers are more than confident to switch off if a brand’s message or method doesn’t work for them!

They live multi-tasking lives, are less likely to buy into traditional ‘push’ advertising and far more likely to ‘media snack’ building a picture of a brand across a range of activities. They block out what they don’t want to see and trawl social network sites to build their own view of the brand and its services.

If you want to engage and do business with them it is critical to promote your brand with one message consistently across a range of media – the message must be relevant to the individual and the media must use the most up-to-date technology.

The new Take One stands really play to this as they are not traditional ‘push advertising’ and allow the consumer to take the literature or not. And they make use of up-to-the-minute high-definition digital screens to present the message visually.'

*Source; Experian research featured in Marketing Week, 1 October 2009