The effectiveness of digital signage in shopping centers shows an average of up to 30 seconds of attention per user

With a network of 510 digital signage screens distributed in 35 Spanish shopping centers, Neo Advertising has been the first to be audited by OJD Interactiva, that estimates up 30 seconds of average attention per user.

The online media division of the Broadcasting Justification Office, OJD Interactive, which has been auditing digital signage circuits in Spain for two years, has encrypted 20 seconds the average attention time on the network that Neo Advertising has in 35 shopping centers in Spain, which increases up to 30 during the broadcast of sporting events.

The network of Neo Advertising, composed of 510 screens deployed in shopping centers that incorporate facial recognition systems, It has been the first audited by OJD Interactiva, and the data obtained show people's interest in the external digital medium.

These screens, in which advertising content is combined with entertainment and branded content, mainly live sporting events and football matches, incorporate more than 250 audience measurement devices. Besides, thanks to this audit, Neo Advertising has a monthly audience certificate with data on the audience's attention time, the impressions (impacts or total audience number), the gender and age of the audience.

As Roi Iglesias explains, CEO de Neo Advertising, “the history of the two years of measurement has allowed us to conclude that digital signage screens increase the number of impacts in periods of sales or, For example, that the final of the Spanish League and the Champions League have achieved an average of 30 seconds of attention, which means more than 8 seconds compared to the average of these screens at other times. Understanding this data opens new advertising planning possibilities for the medium.”.

In this sense, Iglesias points out that it is important that this digital medium can offer data, since “they are the basis of planning in digital media, and we believe that they are an important pillar in this new digital outdoor advertising, which has traditionally mainly measured inflows”.