What digital billboard messages do consumers want?

One of the perks of an OAAA membership is the OAAA’s weekly Outlook which discusses articles and trends in the out of home industry.  This week’s OAAA Outlook had a chart summarizing the results of a study in which Posterscope interviewed 100,000 consumers about out of home advertising.

The chart summarizes answers to the question: What kind of digital billboard messaging do consumers want?

Source: Posterscope

This is worth thinking about when you are design digital billboard ads.

  • 77% of all consumers want to see messages relevant to location.  Starbucks next right.  4 blocks to Sonic.  Timberland 1500 steps.

 

  • 70% of consumers want to see messages relevant to the day of the week.

  • 69% of consumers want to see messages relevant to the weather.

  • 68% of viewers want to see messages relevant to time of day.  Coffee and breakfast sandwiches in the morning.  Hamburgers at lunch.

 

  • 65% of viewers want to see messages relevant to a seasonal event.  Running an ad for a maze or haunted house in October or a nutcracker performance in December.

  • 58% of viewers want to see messages relevant to a sporting event.  Watchfire does this when it allows digital sign owners to stream live score feeds from big games on digital billboards.

 

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