Digital Billboards Engage and Inform
A new study conducted by Nielsen demonstrates the power of digital billboards in connecting with today’s busy consumers. A total of 75 percent of respondents recalled seeing a digital billboard in the past month and 60 percent noticed one in the past week, according to the survey of those who traveled roadways with digital billboards.
The study showed brand recall is high among travelers who notice digital billboards. Nielsen tested six different campaigns in five major US markets and found that travelers recalled seeing at least one specific digital billboard ad from 74 to 89 percent of time. Top performing brand categories included entertainment, gaming, quick-service restaurants, recreation, and televised sporting events.
Key Study Highlights
Past Month Digital Billboard Viewers...
55% notice the MESSAGE on the screen MOST OR ALL OF THE TIME
37% noticed DIRECTIONAL digital billboard ads
22% have CHANGED PLANS to visit the store in the ad
71% feel digital billboards STAND OUT MORE than online ads
65% consider digital billboards a good way to learn about NEW BUSINESSES in the area
61% agree digital billboards are a good way to learn about SALES & EVENTS
82% recalled ADVERTISING on digital boards
42% AVERAGE AD RECALL for an INDIVIDUAL digital billboard campaign. The best performing PRODUCT CATEGORIES were for sports, gaming, QSR, recreation, legal services and cable/internet provider campaigns.
In gauging consumer attitude toward digital billboards, the study found the majority of respondents appreciated the advertising platform. Seventy-two percent think digital billboards “are a cool way to advertise.”
Digital out of home is part of advertising’s future, and digital billboards offer brands a quick and flexible solution to target today’s mobile consumer with timely, relevant information. The study confirms the ability of digital billboards to drive awareness and business. Nationwide, there are 6,100 digital billboards in 166 DMAs, according to OAAA.
Nielsen conducted 1,256 online surveys with US residents age 18 or older who lived in and around five major cities – Atlanta, Cincinnati, Minneapolis, Phoenix, and Tampa. Respondents were screened for having traveled on specified roads containing digital billboards within the past 30 days. Ad recall was tested for 30 OOH advertising campaigns running on select digital billboards in these markets (six brands per market).
Source: Lamar, Nielsen, OAAA