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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