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BizReport : Advertising archives : June 03, 2010

Study: Consumers ARE watching DOOH presentations

If you're among the many who believe those digital video signs and billboards are simply a nuisance, you may want to re-think that belief. Why? According to a recent Arbitron study digital video display units, a growing part of the Digital Out Of Home (DOOH) ad spend, attract about 70% of the public's attention (past month) and 52% of the public's attention (past week). That is a greater amount of attention that either the Internet or Facebook receive.

by Kristina Knight

arbitronjpg.jpgAccording to Arbitron's research consumers' attention to the Internet stands at about 43% while their attention to Facebook is slightly less at about 41%. Researchers also concluded that more consumers have now watched a digital screen than have sent text messages or watched online video clips.

Which demographics are most likely to react to a digital screen? Teens and adults are most likely to be engaged or influenced by digital screens and billboards. But screens placed in grocery stores are most likely to receive a reaction.

According to the study:

• 72 million consumers watched a grocery store screen in the past month
• 70 million consumers watched a screen in a shopping mall
• 69 million watched screens in larger department/retail stores

Consumers are also engaging with screens in doctors (52%) and dentists (50%) offices and those at movie theaters or casual dining chains.

Tags: advertising, Arbitron, digital out of home spend, DOOH advertising, video advertising

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