A new cross-Canada digital out-of-home survey conducted by TNS Canadian Facts for the Out-of-Home Marketing Association of Canada shows that consumer awareness of digital out-of-home advertising displays is high, with 72% of respondents age 18+ stating they had seen digital advertising in the past month.
The survey, held Feb. 4-to-16, 2010, was commissioned by OMAC to identify opportunities for marketers to effectively use DOOH displays in Canada. The sample involved 2,326 adults 18+, and was weighted to reflect the Canadian adult population.
Digital displays in place-based venues involved in the study included: restaurants, health clubs, office building elevators, medical waiting rooms, nightclubs, shopping malls and airports, plus outdoor and transit. Digital displays in place based venues such as restaurants, health clubs and shopping malls had the highest awareness level at 63%. Awareness of digital out-of-home advertising displays is higher in major markets where they are more prevalent.
“Not only is digital out-of-home advertising effective in catching people’s attention, it motivates consumers to respond,” says Rosanne Caron, OMAC presiden. “50% of respondents age 18+ said they took action after seeing digital out-of-home advertising. Younger adults age 18-24 are even more likely to be influenced by digital advertising, with two-thirds taking some type of action after seeing digital out-of-home ads.”
In terms of taking action, the most common was going to a website or seeking more information. 24% watched more on television; 22% visited a retail store; 16% (22% in the 18-24 age group) purchased a product or service; and 12% recommended the product or service to family or friends.
Asked how likely they would text in response to various situations, the research looked at three scenarios on DOOH screeens. In each case, the 25-34 age group had the highest response – if invited to a special event: 36%; if given a promotional offer (38%); to get information for a contest (32%).
“What is really great is to see how high the numbers are overall,” says Caron. “On attitudes: 78% felt DOOH draws attention; 71% founds it interesting; 61% found it entertaining; and 63% found it informative. In terms of informative, not surprisingly, the highest number was in medical waiting rooms where it reached 77%.”
Outdoor advertising, not unexpectedly, had an 80% attention grab.
Caron says that the full research will be presented to agencies and advertisers in Toronto and Montreal over the next few weeks. In addition, she will presenting the research at the TAB/OAAA event in May in Phoenix, where a Canadian Forum will be part of the program.