Outdoor digital ads have 70% recall

Published on: 2015-02-05

This article in the WSJ's Live Mint site notes that:

As much as 90% of people who come across outdoor digital screens, part of the so-called out-of-home (OOH) media, recall the advertisements being played on them, according to the findings of a survey.

The survey, conducted exclusively for Out Of Home Media (India) Pvt. Ltd, surveyed 14,574 people across 175 locations in Mumbai, New Delhi, Chennai, Bangalore, Pune and Hyderabad where the Mumbai-based company has its screens installed. Out Of Home Media is among the several companies that use flat-panel television screens in high-traffic areas such as malls, airports, railway stations and traffic junctions to play advertisements.

The study also found that the average weekly reach of the company’s network in Mumbai, New Delhi, Bangalore and Pune totalled 5.46 million people, with more than 70% of them recalling the OOH screen.

Our take:

While the study was based in India where digital billboards might be more of a novelty than they are here in the US, the findings clearly illustrate how powerful these dynamic displays can be. No matter how novel a medium might be, to suggest that as much as 90% of viewers were later able to recall a message is quite remarkable. What would have been especially useful in light of this, though, is a benchmark to compare against -- how many people typically were able to recall a message from a static billboard in a similar setting with similar traffic patterns?  If that number was only 10 or 15%, the electronic displays clearly have a big advantage in the market. However, if that number was close to the number for the digital screens (which seems unlikely to us), it would be much harder to justify the cost of installing the much more expensive LED devices.

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