The Marketing Tool

The key to brand reinforcement is delivering to consumers current, relevant information about your organisation and your products. It's a continuing relationship - a dialogue. C-Ads offers a vibrant channel for an ongoing conversation that can build and reinforce your brand.

Consumers make over 70% of all purchasing decisions at the point of sale. For service stations that means the forecourt shop.

The future of advertising

As the broadcast TV audience has fragmented into multiple channels, advertisers have suffered. TV viewers using the latest recording technology can even skip the ads. For advertisers, the return on TV investment is falling every year. It's a problem that won't go away. But C-Ads means to be part of the solution.

C-Ads compared with TV advertising

Unlike broadcast TV advertising, C-Ads is narrowcast. With C-Ads technology, you can precisely target your audience. You can zone in on a group of forecourts for a special promotion, say a particular geographical area. Even an individual forecourt can be targeted with its own set of ads. The result is pinpoint marketing.

TV is broadcast, reaching a large audience, few of whom are interested in the advertiser's product. C-Ads is narrowcast. Our audience is already searching for product and is on the path to purchase.

A TV campaign is like an oil tanker, slow to change direction. C-Ads content and targeting can be changed at the press of a key.

A TV ad is hard to scale up or down, in reach or cost. A C-ads campaign is infinitely scaleable, from continent-wide down to a single forecourt.

Measuring the impact of a TV ad is difficult and expensive. Measuring the impact of C-Ads is easy, especially for Point of Sale promotions.

A TV ad is slow to air. Time from idea to broadcast can be far too long. C-Ads can deliver an ad from conception to transmission many times faster, allowing a rapid response to changing market opportunities. Testing and refining an ad is easy too.

Nobody is saying that TV advertising is going to disappear. The future will be a synergy between broadcast TV and Narrowcast. Using C-Ads, advertisers can extend their TV campaigns onto the forecourt, exposing their brand to a captive audience beyond the confines of the living room.

Reinforcing your brand

In a good dialogue, you don't say the same things for weeks on end. You keep it fresh. That's why C-Ads is a uniquely powerful ally. With C-Ads, you can change content, demographic, scheduling and regional focus as quickly and as often as you wish. And all in a dynamic, hour by hour flow, tightly integrated with your other channels.

You can tie in other branded activities. You can promote events offered on another medium - tv, radio or print. You can deliver trailers, teasers, countdowns to special sports or cultural events, reminders to tune in, or incentives to subscribe or to purchase. If you've already promoted a sporting fixture, after the event you can present edited highlights. The message: if you're already a customer, you made the right decision. If you're not a customer, look at what you're missing.

And there's a bonus. Added to all its other strengths, C-Ads is a new space, a fresh and interesting experience for consumers. C-Ads gets noticed, and your brand is there, exposed to a captive audience beyond the confines of the living room.