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Wednesday, September 3, 2008
Digital Signage Grabs, Engages, and Informs
A study released in 2008 by SeeSaw Networks, conducted by OTX, to better
understand how digital out-of-home media can be used to reach mobile
consumers, shows that digital signage advertising engages people, has high
awareness, and is a compelling media that advertisers can use to effectively
reach people with their message.
Importantly, says the report, digital signage advertising has stopping
power. Sixty-three percent of adults say that it catches their attention,
which is the highest level reported across all media surveyed, including TV,
the Internet, billboards, magazines, newspapers, radio, and mobile phone
advertising.
| People Reporting That
Advertising On The Media Catches Their Attention |
| Media |
% of Respondents Noting |
| Digital Signage |
63% |
| Billboard |
58% |
| Magazine |
57% |
| TV |
56% |
| Internet |
47% |
| Newspaper |
40% |
| Radio |
37% |
| Mobile Phone |
10% |
| Source: SeeSawNetworks,
June 2007/July 2008 Base: Among those who have seen ads in the media in
the past 12 months |
The study explores various U.S. consumer segments, both male and female,
between the ages of 13 and 55, representing the segment life patterns of
Affluents, Alpha Moms, Avid Movie Goers, Business Professionals, College
Students, Families On-the-Go, Hispanic Families, Mobile Millennials,
Nightlifers, Older Affluents, Teens, and Young Urban Professionals, to see
how their life patterns intersect with digital signage touchpoints. Key
findings include important metrics such as these:
On average, the general population recalled having seen digital signage
in six different types of locations during the previous week. College-age
people (18- to 24- year-olds) reported seeing it even more frequently in
eight different types of locations in a week.
Forty-four percent of adults said that they paid some or a lot of
attention to digital signage advertising, which places this media ahead of
billboards, Internet, and mobile phones.
| Pay "Some" Or "A Lot
Of" Attention To Advertising On The Media |
| Media |
% of Base |
| TV |
52% |
| Magazine |
45% |
| Digital Signage |
44% |
| Radio |
40% |
| Newspaper |
40% |
| Billboard |
33% |
| Source: SeeSawNetworks,
June 2007/July 2008 Base: Among those who have seen ads in the media in
the past 12 months |
Among those who have seen advertisements on different kinds of media over
the past 12 months, people found digital signage advertising to be the most
unique.
| Advertising On The
Media Is Unique |
| Media |
% of Base |
| Digital Signage |
58% |
| TV |
39% |
| Magazine |
37% |
| Billboard |
33% |
| Internet |
29% |
| Newspaper |
23% |
| Radio |
23% |
| Source: SeeSawNetworks,
June 2007/July 2008 Base: Among those who have seen ads in the media in
the past 12 months |
Survey respondents who had seen advertisements over the past year found
those on digital signage to be the most interesting.
| Advertising On The
Media Is Interesting |
| Media |
% of Base |
| Digital Signage |
53% |
| TV |
51% |
| Magazine |
51% |
| Billboard |
37% |
| Internet |
34% |
| Radio |
33% |
| Newspaper |
33% |
| Mobile Phone |
27% |
| Source: SeeSawNetworks,
June 2007/July 2008 Base: Among those who have seen ads in the media in
the past 12 months |
Digital advertising can also be entertaining and engaging, says the
report. People say that digital signage rates nearly as high as TV in
entertainment value.
| Advertising On The
Media Is Entertaining |
| Media |
% of Base |
| TV |
56% |
| Digital Signage |
48% |
| Magazine |
39% |
| Radio |
35% |
| Billboard |
32% |
| Internet |
31% |
| Newspaper |
21% |
| Source: SeeSawNetworks,
June 2007/July 2008 Base: Among those who have seen ads in the media in
the past 12 months |
The report posits that it's an optimal situation when people are
entertained and interested in advertisements, but also find them to be
believable.
| Advertising On The
Media Is Credible |
| Media |
% of Base |
| Newspaper |
41% |
| Magazine |
37% |
| Digital Signage |
33% |
| TV |
32% |
| Radio |
27% |
| Internet |
25% |
| Billboard |
19% |
| Source: SeeSawNetworks,
June 2007/July 2008 Base: Among those who have seen ads in the media in
the past 12 months |
While all advertising seeks to increase demand for a product or service,
informative advertising provides people with information that influences
their
decisions.
| Advertising On The
Media Is Informative |
| Media |
% of Base |
| Magazine |
59% |
| Newspaper |
55% |
| TV |
51% |
| Digital Signage |
50% |
| Radio |
43% |
| Billboard |
36% |
| Internet |
35% |
| Source: SeeSawNetworks,
June 2007/July 2008 Base: Among those who have seen ads in the media in
the past 12 months |
People report that they find digital signage advertising less annoying
than nearly all other media. Acceptance is a critical component of effective
media, concludes the report.
| When Comparing Digital
Signage With Other Media, Only Newspapers Were Found To Be "Less
Annoying" |
| Media |
% of Base |
| Newspaper |
23% |
| Digital Signage |
26% |
| Billboard |
26% |
| Magazine |
33% |
| TV |
51% |
| Radio |
52% |
| Internet |
67% |
| Source: SeeSawNetworks,
June 2007/July 2008 Base: Among those who have seen ads in the media in
the past 12 months |
The study report concludes that "...no matter what a person is doing...
they notice digital signage advertising." |
