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Diageo-owned Translucis, which runs a network of plasma screens in

bars, has undertaken research into campaign effectiveness using the

digital medium.

The survey - carried out in conjunction with youth research agency 2CV -

sampled 550 people and measured the effectiveness of ad campaigns from

five major brands: Bacardi Breezer, Panasonic, Reebok, Virgin Mobile and

Expedia.

The research showed that the TV screens that operate under the Magnetic

brand name are generating conversation and effective word of mouth among

the 'fickle and difficult-to-reach' age group of 18- to

24-year-olds.

The study found that all five brands were talked about in the bar.

A 'raunchy pole-dancing' Panasonic ad was discussed by 20 per cent of

the audience on the night the research was conducted, while Virgin

Mobile's latest ad prompted 15 per cent of bar-goers to talk about it

with friends, and Bacardi Breezer's 'Tom Cat' execution was discussed by

10 per cent of all bar visitors.

In a test run, Translucis aired a simple statement on the screen that

said: "60 per cent of the people in this bar will have a one-night stand

tonight." It was played with the same frequency as a medium-weight ad

campaign and of the bar-goers who recalled it, 46 per cent talked about

it.

The survey also revealed that 82 per cent of Magnetic's audience are

aged between 18 and 34, while 55 per cent are male, 65 per cent are BC1

and 46 per cent visit the bar more than once a week.