Edison Research Releases New Digital Out-of-Home Report

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Somerville, NJ – March 4, 2019 – The majority of U.S. consumers notice out-of-home digital video displays, according to “On-Site Insights,” a new study from Edison Research. In today’s media landscape where it is increasingly challenging for brands to reach consumers who subscribe to ad-free content, the importance of digital out-of-home (DOOH) advertising continues to grow.

Approximately two-thirds of Americans (65%) say they recall seeing an out-of-home digital video display in the last month in any of the nearly 20 different locations listed. Almost half (46%) of Americans 18+ who recalled seeing a display in the past month agree that digital video displays are a good way to learn about products and services.

These findings are part of the new “On-Site Insights” report from Edison Research which gauges the recall and perceptions of DOOH advertising in the places where consumers work, shop, eat, and travel.  The study was conducted via a national online survey of 1,012 individuals aged 18+.

“Digital out-of-home is everywhere, and one of the most encouraging aspects of this study is that we have quantifiable data showing that digital signage leads consumers to seek out more information about brands, and to recommend those brands to others. We look forward to sharing these and other findings with the DOOH industry,” said Edison Research Vice President Johanna Roche.

The highest recall for these screens were in locations where they could immediately influence a transaction such as gas stations, convenience stores, malls, and retail stores. Most notably, the data indicates that DOOH advertising prompts action, with one-third of those who recall seeing a display in the last month saying they have sought out more information about a product as a result of their exposure.

Key findings include:

  • 65% recall seeing an out-of-home digital video display in the last month in any of the nearly 20 different locations listed.
  • The highest recall for these screens were in locations where they could immediately influence a transaction such as gas stations, convenience stores, malls, and retail stores.
  • 46% who recalled seeing a display in the past month agree that digital video displays are a good way to learn about products and services.
  • 35% agree that these displays are engaging.
  •  One-third of those who recall seeing an ad on a digital display in the past month have sought out more information about a product as a result of that interaction.
  • 29% say they have recommended a product they had seen advertised on a DOOH display to a friend or family member.

Audience profiles for specific locations, including gas stations, airports, shopping centers, and 15 other categories, are available upon request.

To view and download the general study:

http://www.edisonresearch.com/on-site-insights-dooh-study

How the study was conducted:

In Fall 2018, Edison Research conducted a national online survey of 1,012 adults age 18 and older. Data was weighted to reflect the U.S. population.

About Edison Research:

Edison Research (www.edisonresearch.com) conducts survey research and provides strategic information to a broad array of clients. As the world’s leading provider of out-of-home research with a specialty in conducting consumer surveys in various venues, Edison has been providing audience measurement and advertising effectiveness research for numerous digital out-of-home digital networks for well over a decade. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool, conducting exit polls and collecting precinct vote returns to project and analyze results for every major presidential primary and general election. Edison is also the leading podcast research company in the world and has conducted research on the medium for many companies in the space.  Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe.

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