eMarketer: Electronic Signs Get Attention
This article originally was posted on October 26, 2007 at eMarketer.
More than six in 10 US adults think that advertising on digital signage catches their attention, according to the SeeSaw Networks-commissioned “Digital Out-of-Home Media Awareness & Attitude Study” conducted by OTX Research.
Respondents found ads on digital signs unique (58%), interesting (53%) and entertaining (48%) but less annoying (26%) when compared to ads in other media.
“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, in a statement.
Three-quarters of 18- to 34-year-olds said they had seen digital signage in the past 12 months.
The group was even more positive about the signs than the general population and said they had noticed digital signage in an average of seven different locations during their week.
OTX surveyed more than 1,700 consumers in July 2007.
