News • 01.04.2019

DOOH displays are engaging

Consumers to seek out more information after seeing digital signage

Digital Signage board in a city on a street; copyright: panthermedia.net/_nav_...
Source: panthermedia.net/_nav_

The majority of U.S. consumers notice out-of-home digital video displays, according to “On-Site Insights,” a new study from Edison Research. In today’s media landscape where it is increasingly challenging for brands to reach consumers who subscribe to ad-free content, the importance of digital out-of-home (DOOH) advertising continues to grow.

Approximately two-thirds of Americans (65 percent) say they recall seeing an out-of-home digital video display in the last month in any of the nearly 20 different locations listed. Almost half (46 percent) of Americans 18+ who recalled seeing a display in the past month agree that digital video displays are a good way to learn about products and services.

These findings are part of the new “On-Site Insights” report from Edison Research which gauges the recall and perceptions of DOOH advertising in the places where consumers work, shop, eat, and travel. The study was conducted via a national online survey of 1,012 individuals aged 18+.

“We have quantifiable data showing that digital signage leads consumers to seek out more information about brands, and to recommend those brands to others,” said Edison Research Vice President Johanna Roche.

The highest recall for these screens were in locations where they could immediately influence a transaction such as gas stations, convenience stores, malls, and retail stores. Most notably, the data indicates that DOOH advertising prompts action, with one-third of those who recall seeing a display in the last month saying they have sought out more information about a product as a result of their exposure.

Key findings include:

  • 65 percent recall seeing an out-of-home digital video display in the last month in any of the nearly 20 different locations listed.
  • The highest recall for these screens were in locations where they could immediately influence a transaction such as gas stations, convenience stores, malls, and retail stores.
  • 46 percent who recalled seeing a display in the past month agree that digital video displays are a good way to learn about products and services.
  • 35 percent agree that these displays are engaging.
  • One-third of those who recall seeing an ad on a digital display in the past month have sought out more information about a product as a result of that interaction.
  • 29 percent say they have recommended a product they had seen advertised on a DOOH display to a friend or family member.

Audience profiles for specific locations, including gas stations, airports, shopping centers, and 15 other categories, are available upon request. You can view and download the general study here.

Source: Edison Research

related articles:

popular articles:

Thumbnail-Photo: Coronavirus: most Americans now using face masks...
15.05.2020   #brick and mortar retail #coronavirus

Coronavirus: most Americans now using face masks

New nationwide survey from Fast

A new nationwide survey from Fast shows that the vast majority of Americans – 88 percent – are now using face masks, but 19% want to personally receive a COVID-19 vaccine before they feel safe shopping in stores again, while another 29 ...

Thumbnail-Photo: Job maker 4.0: e-commerce
27.05.2020   #online trading #e-commerce

Job maker 4.0: e-commerce

Retail training and continuing education programs are booming

Digitization in retail and e-commerce growth present fresh challenges for retail employees and the retail world. That’s why interest in the new "E-Commerce Merchant" dual vocational training course offered by Germany’s HDE ...

Thumbnail-Photo: COVID-19: Study reveals impact on hourly workforce...
04.05.2020   #online trading #e-commerce

COVID-19: Study reveals impact on hourly workforce

78 percent are worried about making ends meet during the pandemic and 47 percent have less than $1,000 in savings

Bluecrew, the staffing technology platform connecting job seekers with W-2 protected hourly work, released new survey results which indicate hourly workers are bearing the brunt of unemployment and uncertainty in the face of the COVID-19-fueled ...

Thumbnail-Photo: Upturn for brick and mortar retail in city centres?...
17.07.2020   #brick and mortar retail #customer relationship management

Upturn for brick and mortar retail in city centres?

Economic development and city marketing about current measures

Bonn's inner city – like all other cities in Germany – is struggling with the consequences of the Corona lockdown. We asked directly on site what support there is from the economic development and city marketing departments. This ...

Thumbnail-Photo: Word-of-mouth marketing: effective strategy
26.06.2020   #customer satisfaction #marketing

Word-of-mouth marketing: effective strategy

Study says arrogance is the secret to sales

A new study from Michigan State University published in Journal of the Academy of Marketing Science shows that leveraging consumer arrogance might be marketers' most effective strategy for promoting their brands and products."Arrogance is ...

Thumbnail-Photo: Video marketing in times of Corona
09.07.2020   #digital marketing #online marketing

Video marketing in times of Corona

The potential of video content for retailers

The spread of the coronavirus has had a particularly severe impact on the stationary retail industry. Many companies are now increasingly focusing on their online presence to cushion declining in-store sales and to virtually stay in touch with their ...

Thumbnail-Photo: AfterPay: Survey on the shopping behaviour of Germans...
20.07.2020   #online trading #e-commerce

AfterPay: Survey on the shopping behaviour of Germans

German consumers will make a larger share of their purchases online in July

AfterPay Insights’ end of June research – now covering more 7.400 interviews with German online shoppers – indicates that German consumers will reduce their overall purchases in July. But at the same time, German consumers say ...

Thumbnail-Photo: In-store farming: growing parsley inside the supermarket...
26.06.2020   #sustainability #in-store marketing

In-store farming: growing parsley inside the supermarket

Purchasing locally grown products

One aspect of globalization means that it’s possible for consumers to buy products from anywhere on Earth. That’s also why a head of lettuce may have traveled more miles from the place it was grown to the supermarket than some salad ...

Thumbnail-Photo: A return to core competencies: visual merchandising and customer service...
04.05.2020   #brick and mortar retail #services

A return to core competencies: visual merchandising and customer service

Showrooming with samples in brick-and-mortar retail

Brick-and-mortar stores are facing tremendous pressure: competition, pricing pressure, shifting consumer habits. Is setting up your own online store the answer? Unfortunately, it’s not that simple. ...

Thumbnail-Photo: Retailers say credit insurance plan could increase liquidity during...
15.07.2020   #retail #coronavirus

Retailers say credit insurance plan could increase liquidity during pandemic downturn

Backstop for trade credit insurance

The National Retail Federation welcomed a report released this week calling for a federal backstop for trade credit insurance, saying the proposal could help provide liquidity badly needed by retailers as they recover from the recession brought on ...

Supplier

POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen