Digital out of home is a key influencer in reaching big spending consumers who shun heavy TV viewing according to a new report released this week.
Light viewers are said to watch less than three hours of television per day (source: TGI), and yet they make up 37.8 per cent of the UK population. With digital content playing an increasingly significant role in reaching these light TV viewers through mobile channels, a new study shows how significant a part DOOH plays in broadcasting this full motion content.
Independent research commissioned by Ocean Outdoor measures how receptive the elusive light TV audience is to digital out of home, a medium which is used as a growing conduit between customers, stores and mobile purchase channels.
MediaTel surveyed more than 2,000 of them on behalf of Ocean to discover how this multi-screening group responds to DOOH content and if they are likely to consume interesting live DOOH content whilst they are out of the home.
Key findings amongst Light TV viewers revealed: –
- On average, 31 per cent more say they notice large digital screens whilst out shopping compared to the UK general public.
- That response rises to 43 per cent in London where there tend to be more large format digital screens.
- On average, 13 per cent more say that relevant digital screen content encourages them to visit a website.
- And on average, 15 per cent more say that relevant advertising encourages them to visit a store.
- On average, 34 per cent are more likely to watch interesting live content that they can’t access anywhere else at that time.
Connectivity is a key driver to this group’s heightened response to digital out of home in our cities…
- On average light TV viewers are 24 per cent more likely to use free wifi out of the home.
- On average, 14 per cent say they are more likely to look for it.
Ocean Group marketing director Richard Malton told us “OOH has always been a great place to target light TV viewers. Digital out of home is even better placed as more and more digital content created by brands needs a broadcast distribution channel.
“With its full motion capabilities, DOOH provides this. This study shows how compelling DOOH content, delivered at scale, works to reach light TV viewers, increasing their interactions with brands via smartphones and priming people to make purchase decisions based on what they have seen.”
The ‘Priming Effect’ (see here) [1] also came into play…
- On average, 34 per cent more say an advert they have seen on the commute home affects their later behaviour (compared to the UK general public).
- On average 35 per cent more say an advert they see on their commute affects their daytime online behaviour.
- On average, 40 per cent more say they tend to respond to an offer seen on a DOOH screen using their mobile or tablet.
For advertisers, light TV viewers are allegedly harder to reach because they don’t consume traditional media. They are also tuning into TV less frequently, with consumption down 10 per cent in recent years from 4 hours to 3.6 watching specific genres of programming according to BARB.
This group is also more likely to block adverts on mobile and online. On average, 27% more find advertising in mobile apps annoying (compared to the UK general public).