A recent MediaPost research brief revealed some interesting findings about the potential for in-bar marketing. The Arbitron Bar Media Report claims that younger individuals (age 21-34) who frequent bars tend to belong to a difficult demographic to reach via traditional marketing channels because of their increased use of newer consumer media technologies like TiVo and streaming online content.

Obviously, this demographic is not every company's target customer, but has potential nonetheless. The difficulty many businesses would have with this, technique, however, is tracking campaign performance and the resulting conversions. But, behavioral targeting technology allows for relevant marketing execution and effective measurement.

For companies using this tactic, it would be important to look at the multi-channel metrics for marketing campaigns across different regions where they've implemented this approach via digital signage, experiential marketing, video, etc. A comprehensive marketing database allows marketers to easily create a segment for analysis in terms of sales performance among current customers who fit the target demographic in each region.