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EG Group signs UK first audio marketing deal


A Lancashire audio specialist is to create the UK’s first advertising platform featuring Audio Out of Home (AOOH).

Audiebant Media in Kirkham will create a new “multi-sensory platform” for EG Group, which will include AOOH, Digital Out of Home and Pump Toppers, across its 370 forecourts.

“Our strategic partnership with Audiebant Media delivers a complete forecourt convenience retail ‘Digital Out of Home’ audio marketing platform along with pump topper advertising opportunities,” explained Ilyas Munshi, Group Commercial Director, EG Group.

“EG Group is also rolling out digital screens and our partnership complements this digital strategy. The combination of Audiebant Media’s innovative technology, together with our extensive network presence across the UK provides a compelling platform for various consumer brands to reach and engage new audiences.”

The Audiebant Media system uses Signal Detection Theory, which dictates that messages must be different from their background in order to have an impact, so that consumers find it less difficult to ignore them.

“As refuelling is an autopilot task, the Audie-Approach means brands can command the attention of millions of captive listeners across the UK. With an average consumer spending 4-6 minutes at the pump per visit, this unique approach offers huge untapped potential for advertising,” said Josh Dean, Commercial Director, Audiebant Media.

“Regional and hyperlocal marketing also remains tough for brands and businesses to navigate. Our approach to localised audio content means the creative is tailor-made for the area, designed with local awareness and sensitivity, which helps to drive conversion from listening, seeing and touching to making a purchase.”

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