Digital signage grabs the attention, researchers say
Consumers find digital signage compelling and entertaining, according to research released today by U.S. advertising aggregator SeeSaw Networks.
Researcher OTX studied 12 demographically and culturally varying groups of people for SeeSaw to determine which media appealed most to each.
For 11 of the 12 groups, digital signage was ranked as the most attention-grabbing medium – sometimes sharing the top slot with billboards, magazines, TV or all three.
Those 11 groups were characterised by SeeSaw as affluents, alpha moms, avid moviegoers, business professionals, college students, families on the go, Hispanic families, mobile millennials (18-to-34-year-olds), nightlifers, older affluents, and young urban professionals.
Only among teens was reaction to digital signage more lukewarm – in this group it shared second place with magazines, TV, Internet and radio.
However, it appears wrong to draw from that the conclusion that digital signage is necessarily less effective in reaching younger people. Overall, while 62 percent of all adults notice digital signage, according to the study, that figure rises to 75 percent among college students.
And significantly, SeeSaw said “59 percent of young urban professionals indicate that they pay attention to advertising on digital signage versus 41 percent for the Internet”.
“The research reveals important shifts in the way people consume advertising and underscores the importance of digital out-of-home media as part of the media mix based on consumer's attitudes toward advertising across different media,” said SeeSaw.
Contentment
Non-advertising content also scored well. “Respondents reported high interest in the content delivered on the digital signs including local community and event information, news, and sports information. Additionally, each of the [groups] reported that they found advertising on digital signage to be more unique than other media and also relevant at levels comparable to more targeted media such as print,” said SeeSaw.
“Across each of the [groups] surveyed, digital-signage advertising was reported to be more entertaining that nearly all other media,” it added.
The study also examined consumers’ attitude toward interaction with digital signage via SMS, and found that 53 percent of all adults would be likely to send a text message in response to an offer seen on a screen.
The full findings of the SeeSaw/OTX Digital Out-of-Home Media Awareness and Attitude Study will be available for download from SeeSaw’s Website.
www.seesawnetworks.com
Share this article with others
Post to del.icio.us
Printed from http://www.screens.tv/article/11257/Digital_signage_grabs_the_attention%2C_researchers_say.html
Comment on this article
Skip to comments
We encourage users to analyse, comment on and even challenge Screens.tv's articles, including the one above - 'Digital signage grabs the attention, researchers say'
User reviews and comments that include profanity or personal attacks or other inappropriate comments or material will be removed from the site.
Additionally, entries that are unsigned or contain "signatures" by someone other than the actual author will be removed. We will take steps to block users who violate any of our posting standards, terms of use or privacy policies or any other policies governing this site.