You know that digital out-of-home media has become part of our national zeitgeist when it is spoofed on late-night TV. In a recent broadcast of The Tonight Show, Jay Leno talked about the ubiquity of this media in public spaces and then introduced a skit about digital signage at a gas station, with the screen featuring a simulated news broadcast called Pumpcast News. While parts of the skit are pretty humorous, it is no joke that digital out-of-home media is grabbing people’s attention across the country. In fact, research released by SeeSaw this week confirms the stopping power of digital signage advertising.
In July of this year, SeeSaw Networks commissioned OTX, a global consumer research and consulting firm, to conduct the first comprehensive awareness and attitude study about digital signage advertising. In addition to digital signage, the researchers questioned respondents about several other types of media including TV, magazines, newspapers, billboards, the Internet, radio, and mobile phones. The results reveal several compelling findings about digital signage advertising and its increasing importance and effectiveness as part of an advertiser’s media mix.
After compiling the results of online surveys conducted with nearly 1,800 U.S. residents between the ages of 13 and 55, the research revealed several compelling attributes of digital signage advertising. Here are a few of the key findings:
- Digital signage advertising has stopping power
63% of adults say that it catches their attention. This is the highest level reported across all media surveyed, including billboards, magazines, TV, the Internet, newspapers, radio, and mobile phone advertising.
- Digital signage advertising is more positively rated than any other media
In addition to the fact that advertising on this media catches people’s attention, it was also found to be more unique, interesting, and entertaining than most media. Additionally, people reported that advertising on digital signage was less annoying than nearly all other media.
- Awareness of digital signage advertising is high
62% of adults say they have seen ads on digital signage over the past week, and the figure is even higher for young adults between 18 and 24 at 75%.
- Digital signage advertising intercepts people thoughout their daily routines
On average, the general population recalled having seen digital signage advertising in six different types of locations during the past week. College-aged people (18 to 24 year-olds) reported seeing it even more frequently in eight different types of locations in a week.
Advertisers and agencies can use the insights gained from this research study to create media plans that leverage digital out-of-home media and intercept people in their work, play, and social routines. Of the many strengths of digital out-of-home advertising confirmed in this study is the finding that people find digital signs at multiple types of locations throughout their week. SeeSaw has developed a methodology called Life Pattern Marketing that enables an advertiser to map the life pattern of their target audience and then weave media through the audience’s daily routines using digital out-of-home media in multiple types of venues.
For example, take the life pattern of a Mobile Millennial (an adult between the ages of 18 and 34). The OTX research reveals that Millennials lead active lives and see digital signage in many types of locations during their week, including health clubs, bars, restaurants, video rental stores, music stores, and college campuses (for younger Millennials), to name a few. This provides advertisers with a unique opportunity to effectively deliver their brand message by intercepting Millennials across multiple types of venues when they are out and about, and receptive to the media. With digital out-of-home media, advertisers can create the perception of ubiquity for their brand by reaching people at various touch points throughout their daily life pattern. This opportunity is further strengthened by the fact that this elusive audience reports that they find digital signage advertising to be more interesting (57 percent) and entertaining (58 percent) than nearly all other media.
Advertisers take note: While Jay Leno and his writers may find humor in the ubiquity and engagement of digital out-of-home media, the impact that digital signage advertising can have is serious business. The high awareness, stopping power, and ability to engage people is confirmed by this research and makes digital out-of-home advertising a very effective and efficient addition to any brand’s media mix. Nearly everywhere people are going during their daily lives—in the elevator to their office, working out at a health club, hanging out with their friends at a bar, or pumping gas—digital out-of-home advertising stops them in their tracks.
Learn More About the OTX Digital Out-of-Home Media Awareness and Attitude Study
SeeSaw has provided a summary of the research for download in the new research section of our website. We invite you to download a summary of the study.
Additionally, if you’re interested in reviewing the complete findings from this ground-breaking study, contact a SeeSaw representative to schedule a presentation and delivery of the full report.
