Digital Billboard Ads are Effective and Liked by Motorists: Arbitron Study

March 9th, 2008 Nurlan Urazbaev

According to the recently released Arbitron study of digital billboards, the ads displayed on them drive traffic to local businesses, radio and TV stations and brand web sites,  have a high recall and successfully reach the elusive and desirable 18-34 year-old consumers, among other demographics.

The study, commissioned by the Outdoor Advertising Association of America, was conducted late last year among 402 persons and seven digital billboards operating in Cleveland, Ohio.

Some significant findings of the research include:

• More than half of all Cleveland travelers notice digital billboards and the more a person commutes, the more likely they are to be aware of the displays.
• Public reaction to digital signage is positive. The billboard’s ability to display timely news, traffic, weather advisories and AMBER Alert notices makes the vast majority of commuters (over 80%) feel the digital signs provide an important community service.
• Digital billboards are an effective advertising platform. Over eight out of 10 travelers could successfully recall at least one of the ads running during the survey period and the majority of commuters agree digital billboards are a “cool way to advertise.”

Mediaweek, MediaPost and Media Buyer Planner covered the study (click on the links to read…)

You can download some key findings of the study here: Digital Billboards Study by Arbitron.

Entry Filed under: Digital Signage ROI, The Big Picture, Digital Signage Evolution, Toys and Technologies, Uncategorized