The “Digital Out-Of-Home Media Awareness & Attitude Study" is the first to compare digital out-of-home media to other media, SeeSaw said.
Among the findings of that study:
Awareness of digital out-of-home media is high:
Some 62 percent of adults have seen digital signage in the past 12 months - levels similar to:
- billboards (66 %)
- magazines (67 %)
- and newspapers (63 %)
- That compares with 92 % for TV
- 75 % for radio
- 78 % for internet
- and 10 % for mobile phones.
Digital out-of-home advertising is engaging:
Respondents found digital signage advertising to be:
- more unique (58 %)
- interesting (53 %)
- and entertaining (48 %)
- and less annoying (26 %), than other media
Some 63 percent of those who have seen digital signage say it attracted their attention, compared with
- 58 % for billboards
- 57 % for magazines
- 56 % for TV
- 47 % for internet
- 40 % for newspaper
- 37 % for radio
- and 10 % for mobile
Some 44 percent of adults say they pay some or a lot of attention to digital signage advertising, placing it ahead of traditional billboards, the internet and mobile phones, and on par with magazines, radio and newspapers.
Reaching young people is a strength of digital out-of-home media:
75 percent of 18-34-year-olds have seen digital signage in the past 12 months and notice digital signage in seven different locations during their week.
This demographic 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.