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

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