Digital Screens Research
Do consumers view screens?
Nobody doubts the great potential for revenue growth within the Digital Outdoor sector. The industry is well aware of the huge financial commitment made by CBS Outdoor in its retention of the London Underground contract and equally Terminal 5 at Heathrow will offer multiple digital screen advertising opportunities. Both of these locations will enhance the already large, varied and viable media opportunities that exist on Digital screens.
The Outdoor Advertising Association Digital Outdoor Media Group (DOMG) commissioned research to prove that people do look at screens which was presented at the Digital seminar in 2005.
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Do consumers remember Ads on digital screens?
Having illustrated that people look at screens, the next step forward was to show the impact and awareness of screens. With this in mind the DOMG ran the ‘Don’ campaign. The creative work was developed exclusively for digital screens and was run solely on a number of screen networks. Helen Harrison & Co. was commissioned to measure the impact and awareness of this campaign.
The campaign ran exclusively on twenty three outdoor digital networks with research following on to measure the public’s awareness of the campaign.
The creative work, a 10 second commercial, featured a “funny green guy” named Don with the request that viewers “Remember Me”.
Early indications from screen venues were very positive and clearly showed the campaign was getting noticed:-
- “I’ve been asked by clients what is the green bloke selling.” Christine Rush Covent Garden hair stylist
- “Our Ask Me Points around the country were inundated with customers asking about the funny green guy who keeps appearing on the screens“. Jacquelyn White, Commercial Manager, The Mall Corporation .
- Digital screens have achieved critical mass in major cities.
- People notice screens and have a positive attitude towards them.
- Ad recall on digital screens is high.
The key findings were that despite using a previously unknown character after 4 weeks of running the campaign, the research showed that 10.1% of all adults remembered seeing the campaign. After eight weeks the campaign had continued to build awareness levels and this figure rose to 16.4% of all adults.
Amongst younger age groups and female audiences the campaign performed even better. After 4 weeks, the highest recall was amongst 25-34 year olds women (16.4%) and after eight weeks a figure of 21.7% was achieved against 16-24 year old women.
The research also looked at consumers’ attitudes to screens and found that the response was positive in that they were thought to be a good idea, eye catching, informative and entertaining.
Summary
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Research was conducted by Helen Harrison in March and April 2006 amongst 996 respondents (666 after 4 weeks. 330 after 8 weeks). Interviews were conducted on the streets at 3 interview locations in both Greater London and Manchester. Interviews were not conducted at the actual venues featuring outdoor digital screens.