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The effectiveness of digital signage on consumers
9 May 2019
Public transportation, fast food restaurants, cafés, shopping malls, points of sale, health care facilities… Today, Digital Out Of Home (DOOH) is more and more widespread in public places and omnipresent in our daily lives. This new means of communication allows to multiply the communication channels and, above all, to improve the efficiency of the messages communicated.
In order to determine the impact of this format on the public, Edison Research conducted a study on a panel of Americans. Of the 1,013 people, 18 years of age and older, many are affected by DOOH. This mode of communication has a significant impact on consumers.
65% have seen a DOOH screen in the last 30 days
The study reveals that 65% of Americans remember seeing a DOOH screen in the last 30 days in one of the places they visited. Of the 17 types of places surveyed, the top 4 that attracted the most public attention were airports, sporting events, train stations and cinemas.
46% appreciate seeing the product presented on video
The study reveals that 65% of Americans remember seeing a DOOH screen in the last 30 days in one of the places they visited. Of the 17 types of places surveyed, the top 4 that attracted the most public attention were airports, sporting events, train stations and cinemas.
But, also, 30% of Americans surveyed did a search on a product after seeing it on a DOOH screen. And, 29% recommended one to their friends and family after discovering it on a DOOH screen. The detailed presentation of the product allows to attract the attention of passers-by and to touch the people concerned by the product. On a place of frequent passage, digital signage has a greater impact than traditional communication.
DOOH, a channel to promote
Reading this study, we understand the importance of the location of the digital signage solution. Waiting areas or transit areas, such as train stations and airports, but also shopping malls and restaurants are to be favored.
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