Consumers Respond to Digital Out-of-Home Media With Higher Online and Store Visits
UNITED KINGDOM — Brands looking to reach light television viewers should consider moving more of their marketing dollars to digital out-of-home media, according to a new study by Ocean Outdoor and MediaTel. Light TV viewers are those that watch less than three hours of traditional television programming a day to mobile and online, primarily because of greater broadband access.
According to the Broadcasters’ Audience Research Board (BARB), light TV viewers make up nearly 38% of the UK population. They also are tuning into traditional television less frequently, with consumption down 10% in recent years from four hours to 3.6 hours. Light TV viewers are also more likely to block advertising on mobile and online, 27% find advertising in mobile apps annoying (compared to the UK general public).
Ocean Outdoor, a UK-based outdoor media provider, set out to measure how receptive this audience might be to digital out-of-home advertising, a medium which is increasingly being used as a conduit between customers, stores and mobile channels. Ocean commissioned MediaTel to conduct independent research to discover how this multi-screening group responds to digital out-of-home content, and if they are more likely to consume live DOOH content when they are outside of their home.
MediaTel surveyed more than 2,000 Light TV viewers and found:
- On average, 31% say they notice large digital screens while out shopping compared to the UK general public. That response rises to 43% in London where there tend to be more large format digital screens.
- On average, 13% say that relevant digital screen content encourages them to visit a website. And on average, 15% say that relevant advertising encourages them to visit a store.
- On average, 34% are more likely to watch interesting live content that they can’t access anywhere else at that time.
“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,” said Richard Malton, Marketing Director, Ocean Group. “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.”
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media