Significant good news from a new study released Wednesday (Aug. 5) from respected US research firm Arbitron [1] confirms that Digital Out-Of-Home video is not only becoming widespread in the US, but also that recall rates are high.
The Arbitron Out-of-Home Digital Video Display Study 2009 study reveals that approximately 155 million (67 percent of) U.S. residents aged 18 or older have seen an Out-of-Home (OOH) digital video display in the past month at one or more of the 17 types of public venues [2] examined for the report. The general audience for OOH digital video displays represents a cross-section of American consumers, and closely mirrors the average U.S. population.
Audience Profile by Venue Type
Of those who recall seeing digital video displays in the past month, 76% noticed seeing them at multiple venues. Digital video displays in retail locations alone (including grocery stores, large retailer/department stores, drug stores, shopping malls or convenience stores) reach over half (53%) of American adults in an average month. OOH digital video displays at gas stations and movie theaters each reach over 1 in 5 U.S. adults per month.
Targeting Consumers by Venue
Out-of-home digital video networks can be mixed and matched to target certain consumer groups including the affluent, men and Hispanics. OOH digital video networks across the board reach a high concentration of young adults aged 18 to 34.