This advertising technology still has a greater weight in indoor environments on the street, especially in malls and shops, followed by subway or bus stations and airports. The most popular formats are posters, displays and marquees.
Companies that promote their brands through advertising digital transmit an image of modernity, innovation and creativity, according to the fourth annual study of digital signage just introduced IAB Spain and it has been prepared by the Commission of Digital Signage in collaboration with the partner company commends.
According to the report, the brands that advertise digitally build a better image (91%), more modern and innovative (83%) and is remembered more over time (71%).
Los anuncios mostrados en vallas, monopostes y paradas de autobús son los más recordados. La mayoría de los soportes se asocian de forma mayoritaria al formato no digital (98%), siendo el mobiliario urbano el que tiene mayor recuerdo en formato digital. El contenido de los formatos de publicidad en calle más recordado son los anuncios y las ofertas/promociones. Estas últimas, en general, se han visto más en Barcelona y Madrid que en el resto de España, no así aquellas ofertas propias del lugar donde se vio la publicidad, que destaca en el resto de España.
Seeing some format advertising on the street influences the purchase (41%) and causes the product to have in mind (34%). 28% of the population surveyed said they obtained useful information or advertising that led them to seek more information.
When it comes to indoor advertising media, the most remembered are the posters (for 9 out of 10 that are within the point of sale), followed by screens (51%) and marquees (48%). These indoor advertising formats are remembered mostly in shopping centers (86%) and shopping (72%), followed by subway or bus stations or airports (57%).
As in advertising street, the most remembered is the advertising content type (55%), but gains relevance specific offers on where the advertising (45%) is located. Indoor advertising elements have greater influence (55%) declared that buying advertising in street.
Depending on the location of the indoor stands (inside / outside the point of sale), or other content is perceived. If it is out of point of sale advertising contains more information. When the support is inside the store, the information content increases. Regarding the type of support, in both cases the digital is preferred to not digital.
How they interact with the audience
To encourage interaction with the public different mediums among which ScanLife QR codes, social networks and touch screens are used. According to the IAB report, 66% of respondents have used any of them, being the most used the first two.
In digital media not the most known and used to interact once again the QR codes and social media, ranking third promotional code mechanisms.
The main reasons for interacting with digital advertising are incentives such as offers and contests (18%), as well as an interesting, useful and quality (16%) content. The information is perceived as another important driver. 10% believe that there is no driver to interact with digital communication.
Search discounts (50%) is more relevant than finding information in advertising media outside the point of sale (37%). Inside the point of sale also highlights the search for discounts (51%) before the product information (39%).
The most valued elements when applied to an establishment are able to interact with an interactive catalog (43%) or buy touch-screen if the product (41%) is not found. The age range 16-30 years appreciates being able to buy something that is not available, either through a touch screen or a mobile terminal.
Did you like this article?
Subscribe to our RSS feed and you will not miss anything.