“Most Americans regularly exposed to digital OOH”
Two thirds of American adults see digital out-of-home media at least once a month, according to new research from Arbitron – and most of them encounter screens in retail outlets.
“The general audience for OOH digital video displays represents a cross section of American consumers, and closely mirrors the average U.S. population,” said the audience-research firm of its Out-of-Home Digital Video Display Study 2009, based on surveys conducted in January and February.
In total, about 155m U.S. residents over the age of 18, or 67 percent, had seen out-of-home screens, a large majority viewing them at multiple different locations.
Retail was by far the strongest location category, with in-store screens reaching 123m individuals a month, or 52 percent of the adult population.
Gas stations reached 22 percent and cinemas 21 percent, closely followed by airports and healthcare sites – both at 19 percent – and food/beverage outlets, where digital out-of-home media were seen by 18 percent of the population.
However, only seven percent saw screens on mass transit, with the same number seeing them at gyms.
The figures for venue types do not add up to 67, the overall percentage of the adult population who had seen screens, because about three quarters of them had encountered digital OOH at more than one venue.
The strong performance of retail, gas stations, food and beverage and healthcare appears to reflect the near-universal need to visit such venues, while the figures for mass transit and gyms are understandably low for the opposite reason. However, the prominence of airports and cinemas may surprise some, perhaps suggesting an exceptionally high penetration of screens into these types of location.
The Arbitron research also pointed up some demographic differences among the audiences at venue types, none of them likely to cause media planners to fall from their chairs. Bar screens are disproportionately viewed by young adults; those in elevators by the affluent; those at sporting venues by males; and those on mass transit by Hispanic Americans.
www.arbitron.com
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USA DOOH
Posted 11/08/09 20:59 by Scott Anthony
I think that the findings of the Arbitron reserch is pretty accurate. The American market seems to be considerably more recptive to DOOH. We have offices throughout Europe Amsterdam, Germany and UK plus ireland and we constantly struggle to engage buyers in to our mobile DOOH, however American buyers and the American consumer seems to be considerably more in tune with what we and other media owners are striving to do. They are understanding the intelligence behind screen media interaction and that is somthing e should bring back home to the UK, lets bring down the barriers of conventional media and let technology and smart media evolve. Opening our Florida office was the the most rewarding experience of my carrer in mobile OOH. Regards Scott Anthony