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The Rise of 'Ungettables'

By: Dwayne W. Waite Jr.

As media choice continues to rise, it is only natural that some choices fall from consumers' radars. We cannot expect consumers to dabble in every single media channel; the effort needed would outweigh any advantage of doing so.

Therefore, as many brands continue their media strategy, some consumers may fall through the cracks.

Meet the "Ungettables."

Based on research by research firm Equation, prepared on behalf of Outcast Media and with data from Arbitron, these "Ungettables" are a group that intentionally avoids mainstream media. According to the data, nearly 30.1% of them would consider giving up TV altogether. These Ungettables are busy too, with 39% of them saying that they are always on the go, and when it comes to driving and running errands, they drive 20% more miles than the average consumer.

But all hope is not lost. These folks, too, be can reached.

Take out-of-home advertising, for example. The study shows that 38.5% of Ungettables recall advertising they saw at the gas pump TV. That type of OOH recall came second only to movie theater advertising, which tops out that 39.8%.

What's the call to action? Should brands start dumping money into OOH advertising? Of course not. This study just shows the importance of researching and knowing your audience. In order to build an effective media strategy, we must know the lifestyle habits of our target audience. If your consumers are always on the go, like these Ungettables, then maybe an OOH advertising budget is something worth considering. If your audience is thinking of dropping TV altogether, then there is no reason for the brand to continue dedicating major dollars for a robust TV strategy.

Relying on research helps brands build smart media strategies, which creates smart dollars, and effective campaigns.

Looks like these "Ungettables" will be caught after all.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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