People notice out-of-home digital media…they engage with it…and it drives them to take action. Clearly, it is early days but OOHDM is on its way to being a significant advertising media and it will become a part of most advertisers’ media mix much like the Internet is today.
Why? Because there are emerging generations of people that don’t watch…read…or listen to very much traditional media if any at all. For more about this shift, see the article “Generational Shift in Media Consumption” by Jeff Dickey, Co-founder of SeeSaw Networks and Jack Sullivan, Executive Vice President of Out-of-Home, Starcom USA.
To help make the case, let’s review some data from a proprietary research study SeeSaw fielded just a few months ago. The research was conducted by OTX – a well known market research company who specializes in engagement analytics. The objective of the study was to gain a better understanding of people’s awareness of and attitudes toward out-of-home digital media.
As the chart below shows, out-of-home digital media awareness is already very high – especially compared to more established out-of-home media.
OOH Digital Media Awareness is High
Where do you remember seeing advertising outside of your home in the past 12 months?
Not surprisingly, awareness levels are much higher for the younger 13 – 24 demographic – typically the early adopters of technology and new media. In fact, awareness levels for the 13 – 17 age group surpassed all other out-of-home media.
OOH Digital Media Reaches Younger Audience
Past 12 months awareness of digital signage
Importantly, out-of-home digital media engages people. Although the level of engagement does vary by venue - as you would expect - the absolute level across all venues is very high by any standard of measurement.
OOH Digital Media Engages People
Which of the following best describes how much attention you paid to the digital signage at (location)?
In addition, people responded very favorably to questions like…
- it provides factual information (46% top 2 box – somewhat / completely agree)
- it tells me something new (49% top 2 box)
- it’s entertaining (47% top 2 box)
- and it’s credible (40% top 2 box)
And, there is a tremendous ‘wow’ factor associated with out-of-home digital media. Compared to other out-of-home media, digital media ranked significantly higher for being ‘innovative’, ‘unique’, ‘entertaining’, ‘interesting’ and ‘fun’. What company or brand wouldn’t want to be associated with a media with these attributes!
As a real testament to the efficacy of the media, out-of-home digital media drives people to action. From purchasing the product advertised…to recommending the product or service to family or friends…to going to the website shown – out-of-home digital media has direct and positive impact on people.
OOH Media Drives Action
What actions, if any, did you take after the last time you saw digital signage?
(Total of all actions taken)
In summary, out-of-home digital media…
-
gets noticed
- engages people
- and drives action!
…proving out-of-home digital media reaches people where they are in a very compelling way.
As the saying goes ‘advertising dollars follow the people.’ In 2006, out-of-home digital media experienced tremendous growth and is expected to have exponential growth in the years ahead. Clearly, out-of-home digital media has emerged.
