89% Recalled seeing a Digital Billboard in the past month
In today’s crowded marketplace, businesses are fighting to get their brands noticed and to stand out in a visually swarming field of advertising is essential. However, with so many marketers focused on creating the ideal mobile-based journey for customers, businesses tend to forget that consumers are also looking for offline touch points.
In the Philippines, Digital Out-Of-Home has increasingly become a vital part of mainstream advertising. Today’s generation of consumers has considerable buying power that is growing every year, and in order for advertisers to become their favored brands they need to expand their use of digital billboards and relate to people as part of an overall brand experience.
According to Jason So, president and CEO of Inewvation Philippines Corp., more and more business in the country are adopting digital display solutions for their advertising needs and brand identity message.
“This type of media platform is effective in marketing brands, products and services. Not only are digital displays very visible from afar, they are also extremely eye-catching due to their impressive brightness and playback properties”, according to So.
A new study conducted by Nielsen proved that brand recall is high among travellers who notice digital billboards. A survey was conducted among roadway travellers which showed impressive results.
- 75 percent of respondents recalled seeing a digital billboard in the past month
- 60 percent noticed one in the past week
- 55 percent of the respondents felt highly engaged with the ad message.
Advertising recall on digital billboards is very high, ranging between 74 to 89 percent among respondents. Digital billboard ads were judged to stand out better than online ads by 71 percent of the study respondents, which rated almost equivalent to that of television.
To connect with your audiences is not just important, it’s vital. Millennials and Gen Z for instance, like to share content that is memorable, inventive and edgy. It’s not enough for brands to be unforgettable; brands need to become integrated, interactive and viral to thrive. This group of consumers wants to see themselves as part of the brand experience.
A study has shown that 70% of younger generations prefer digital billboards because they are non-invasive, relevant and technologically advanced.
According to Clear Channel International Appoints, Digital Billboard can drive store visits by 76%. A total of 75% have told others about a store solely because of the digital billboards and 68% percent have purchased a product or service because a led billboard caught their eye.
Digital billboards capture customers’ attention better and studies have shown that they are 34% more effective at promoting items.
In this age where consumers expect instant communication and entertainment, where technology changes the looks of the cities, businesses are choosing digital billboards to capture the changing needs of people over other digital medium. So find advertisers who are already engaged in digital campaigns to help you integrate your brand and expand opportunities for you.
*Nielsen Digital Billboard Study/Arbitron.com/ DigitalSignagetoday/curbed.com/PressReader-PhilippineDailyInquirer