Research Confirms Stopping Power of Digital Signage
First Comprehensive Digital Out-of-Home Media Awareness & Attitude Study Shows Advertising on Digital Signage Catches People’s Attention More Than Any Other Media
SAN FRANCISCO, Oct. 24, 2007 – Research conducted by OTX, a global consumer research and consulting firm, shows that 63 percent of adults find that advertising on digital signage “catches their attention.” Moreover, the study confirms the stopping power of digital signage, as people consider advertising in this media to be more unique and entertaining, and less annoying than both traditional and online media. These factors make advertising on digital signage more effective in capturing people’s attention than any other media.
SeeSaw Networks, a media company offering the most extensive network of digital out-of-home media, commissioned OTX to undertake the “Digital Out-of-Home Media Awareness & Attitude Study” to gain deeper insight into how people engage with and respond to digital signage in their daily lives. This is the first study to compare digital out-of-home media to other media and provides compelling support on why digital out-of-home media is a critical part of an advertiser’s media mix.
The research shows that awareness of digital out-of-home media is high – 62 percent of adults have seen digital signage in the past 12 months – levels similar to billboards, magazines and newspapers. On average, people notice digital signage in six different kinds of locations during their week, giving advertisers the opportunity to intercept people with their brand message at various touch points during their weekly routines as they work, play and socialize.
Digital out-of-home advertising also engages people. In addition to the stopping power of digital signage, people find the advertising to be more unique (58 percent), interesting (53 percent) and entertaining (48 percent), but less annoying (26 percent) than other media. According to the research, 44 percent of people pay some or a lot of attention to digital signage advertising, which places this media ahead of traditional billboards, the Internet and mobile phones, and on par with magazines, radio and newspapers, only trailing TV across this measure.
“In today’s media landscape, advertisers are challenged with efficiently and effectively reaching people with their brand message,” said Peter Bowen, chief executive officer of SeeSaw Networks. “Combining digital out-of-home with traditional media is an excellent way to leverage this media’s unique ability to intercept people who are increasingly on the go and weave media into their daily routines – at SeeSaw we call this Life Pattern Marketing.”
Additional Strengths in Reaching Young People
According to the research findings, digital out-of-home media is even more effective at reaching 18- to 34-year-olds. Seventy-five percent of people in this age range have seen digital signage in the past 12 months and notice digital signage in seven different locations during their week. Additionally, this group finds the advertising on digital signage to be more unique (63 percent), interesting (57 percent) and entertaining (53 percent) than advertising on other media and rates the media even higher than the general population across these measures.
“The OTX study confirms that digital signage has reached critical mass as a component of an advertiser’s media mix,” said Greg Smith, chief operating officer of Neo@Ogilvy, a digital and direct media company of OgilvyOne Worldwide. “And I think there’s more we can do with this medium every day.”
SeeSaw Networks commissioned OTX to conduct a comprehensive study to measure the awareness, engagement, impact and attitudes toward digital signage compared to other media. In July 2007, data was collected with over 1,700 consumers.
To download a summary of the report, please visit http://www.seesawnetworks.com/research/otx/2007
About SeeSaw Networks
SeeSaw is the most extensive network of digital out-of-home media with more than 16,000 venues nationally and growing. Through its network of affiliates, SeeSaw currently delivers over 30 million weekly gross impressions – more than most primetime TV spots at a fraction of the cost. SeeSaw operates SeeSawAds.com, a media service that enables agencies to easily plan, buy and measure digital signage. On SeeSawAds.com agencies customize campaigns across different venues, markets and demographics with unprecedented precision. With SeeSaw, advertisers can reach people where they are.
SeeSaw Networks is headquartered in San Francisco. For more information on SeeSaw Networks, please visit www.seesawnetworks.com.
Advertisers and media planners interested in learning more about SeeSaw’s Life Pattern Marketing methodology can download a free whitepaper at: http://www.seesawnetworks.com/services/whitepapers/life-pattern-marketing/
About OTX (Online Testing eXchange)
OTX (Online Testing eXchange) is a global consumer research and consulting firm that has established itself as a leading provider of online-based research. The company specializes in providing innovative, cutting-edge online technology, products and analysis to the marketing, entertainment and advertising communities. OTX has developed the most innovative products available for online research today – products that work to uncover deeper and more profound consumer insight. Today the company is one of the fastest growing research companies in the United States and has offices in Los Angeles, New York, Cincinnati, Miami, Chicago and London, with strategic partners in Japan, Australia, Russia and China.
