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Arbitron Out-of-Home Digital Display Study
The goal of this research is to benchmark the size and profile of the national audience to place-based digital video displays in the United States. The statistics quoted are projected against U.S. residents aged 18 or older who recall seeing a digital video display in specific environments in the past month. These video displays in most cases broadcast advertising and content that are specially created for the out-of-home (OOH) environment and are distinct from network or cable TV viewing away from home.
Over the past several years, Arbitron has worked closely with out-of-home video display networks in order to help advertisers appraise their value proposition as media vehicles. On the whole, the public’s reaction to place-based TV networks has been exceedingly positive. Consumers seem to particularly welcome video news and entertainment programming in areas where they need to wait, such as store checkout lines, mall food courts or while riding mass transportation.
Out-of-home advertising, in its many forms, has proven to be an effective way to reach busy consumers. Instead of relying on the medium to bring the consumer to the message, advertisers use OOH campaigns to put the message in the path of consumers as they go about their day.
Digital video display networks take OOH advertising to the next level. They are designed to stand out in cluttered environments and engage shoppers at the moment when the buying decision is being made. In many cases, they are the “last voice” to influence consumers before the purchase event.
Please refer to the document on the right to download the full findings.