A study reveals that consumers opt for out-of-home digital advertising

A study on interactive OOH advertising developed by Clear Channel and Kinetic predicts a bright future for the digital signage sector, as it highlights that the majority of consumers who participated in the survey show high levels of affinity with this type of media.

According to a study on out-of-home advertising carried out by Clear Channel y Kinetic que ha analizado la interacción del consumidor con un panel publicitario de digital signage interactivo ubicado en una de las intersecciones de calles más concurrida de Londres, consumers have shown high levels of attraction, Longer wait times and appetite for more interaction. The analysis, which lasted two weeks, has tested consumer interactions with digital panels that incorporate a series of innovative technologies such as touch screen, gesture control, gender recognition, facial recognition and interaction with smartphones.

The study has attracted more than 2.000 interactions of a wide range of consumers. The results provide advertisers with a unique view of how consumers interact with out-of-home digital advertising., thus allowing brands and creative agencies to develop and implement effective and compelling campaigns. The study has investigated what makes consumers interact with interactive digital signage, how to deepen contact with advertisers, how the entire experience is more rewarding for consumers and their preferences for sharing information with advertisers.

The main conclusions have been:
• Consumers find it positive and fun to interact with out-of-home digital advertising with the 92% of participants ensuring that the interaction makes the advertising stand out more, while the 82% also believes that interactivity makes advertising more attractive
• 8 decade 10 Participants believe that interactive out-of-home digital advertising is a good way for brands to communicate with people.
• He 90% agrees that interactivity and consumer participation makes advertising more effective in capturing the public's attention
• Touch screens are the most attractive method to initially interact, with a 78% of respondents likely to choose this type of support
• More than half of consumers prefer to use their mobile phones to leave details or as an option to continue the conversation with brands
• He 93% of participants said it is very likely that they will look at an interactive digital out-of-home ad in the future, con 3 decade 4 willing to interact again.

Neil Chapman, Chief Creative Officer at Clear Channel, has commented: “We work in collaboration with our clients to offer attractive and innovative campaigns that provide tangible benefits, as well as fame and relevance. With increasing demand for interactive OOH advertising, It is important for us to be able to help brands create content appropriately and leverage this powerful medium to maximize their return.”.

For your part, Nick Mawditt, Director of Marketing and Perception at Kinetic, has pointed out: “This research helps cement our knowledge of the entire interactive experience and, adds to other knowledge in this area, helping us truly understand the roles that touch technology, motion capture and mobile activation play in the communication process. “