2SeeSaw Networks, a media company offering the most extensive network of digital out-of-home media, released the complete Digital Out-of-Home Media Awareness and Attitude Study, which includes new findings for difficult-to-reach people. The research includes new information on 12 Life Patterns of various groups of people and the types of content they look for in different locations. SeeSaw identified these Life Patterns to help advertisers intercept people during their daily routines. The research reveals important shifts in the way people consume advertising and underscores the importance of digital out-of-home media as part of the media mix based on consumer’s attitudes toward advertising across different media.
The study was conducted by OTX, a global consumer research and consulting firm, and shows that a relatively high percentage of all adults are aware of advertising on digital signs (62 percent), but is even more effective with targeted Life Patterns. For example, more college students notice this new digital media (75 percent). Similarly, 59 percent of Hispanic families versus 48 percent of general adults find advertising on the medium entertaining. Fifty-nine percent of young urban professionals indicate that they pay attention to advertising on digital signage versus 41 percent for the Internet.
For each of the Life Patterns surveyed, digital signage advertising was at the top or near the top-ranked medium to catch people’s attention when compared with other media such as television, newspapers, magazines, the Internet, billboards and radio.
Across each of the Life Pattern segments surveyed, digital signage advertising was reported to be more entertaining that nearly all other media. For example, 59 percent of Hispanic families, 56 percent of mobile millennials, 51 percent of alpha moms, and 44 percent of affluents said that digital signage advertising was entertaining. In addition to reporting positively about the entertainment value of the medium, respondents reported high interest in the content delivered on the digital signs including local community and event information, news, and sports information. Additionally, each of the Life Pattern segments reported that they found advertising on digital signage to be more unique than other media and also relevant at levels comparable to more targeted media such as print.
“Identifying and analyzing people’s Life Patterns provides tremendous insights into where best to communicate with an advertisers target consumer,” said Peter Bowen, chief executive officer of SeeSaw. “These insights can then be effectively used to catch people’s attention with media that people find unique, entertaining, interesting and relevant.”
The research also examines the likelihood that a particular Life Pattern will send a text-message response to offers seen on digital signage. Fifty percent of all adults, versus 73 percent of all college students, report that they use text messaging on a regular basis. Overall, 53 percent of adults who use text messaging responded that they are likely to “text a response” to an offer seen on digital signage. With Life Pattern Marketing, advertisers place brand messages with relevant content in the most desirable places, aligning their brands with difficult-to-reach, highly mobile people.
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