Study: Digital Signage Catches Attention More Than Other Media

Most adults say advertising on digital signage catches their attention – and they consider such advertising unique and entertaining, and less annoying than both traditional and online media, according to a study by OTX (Online Testing eXchange) conducted for SeeSaw Networks.

The “Digital Out-of-Home Media Awareness & Attitude Study” is the first to compare digital out-of-home media to other media, SeeSaw said.

Shortcuts to charts in this article:

1. Advertising considered interesting and entertaining, by medium
2. Advertising considered annoying, by medium
3. Advertising catches attention and is unique, by medium
4. Those who pay “some” or “a lot of” attention to advertising on medium 
5. Media attributes, 18-34-year-olds vs. general adult population

Among the findings of the study:

• Awareness of digital out-of-home media is high:
  • Some 62% of adults have seen digital signage in the past 12 months – levels similar to billboards (66%), magazines (67%) and newspapers (63%).
  • That compares with 92% for TV, 75% for radio, 78% for internet and 10% for mobile phones.
  • On average, people notice digital signage in six different kinds of locations during their week, giving advertisers the opportunity to intercept people at various touch points.
• Digital out-of-home advertising is engaging:
  

   

  • Respondents found digital signage advertising to be more unique (58%), interesting (53%) and entertaining (48%), and less annoying (26%), than other media.

  

  • Some 63% of those who have seen digital signage say it attracted their attention, compared with  58% for billboards, 57% for magazines, 56% for TV, 47% for internet, 40% for newspaper, 37% for radio and 10% for mobile.

  

  • 44% of adults say they pay some or a lot of attention to digital signage advertising, placing it ahead of traditional billboards, the internet and mobile phones, and on par with magazines, radio and newspapers.

• Reaching young people is a strength of digital out-of-home media:
  • 75% of 18-34-year-olds have seen digital signage in the past 12 months and notice digital signage in seven different locations during their week.
  • This demographic finds the advertising on digital signage to be more unique (63%), interesting (57%) and entertaining (53%) than advertising on other media and rates the media even higher than the general population across these measures.