Three-quarters (73%) of Americans have a positive attitude towards digital out-of-home advertising (DOOH), or have taken certain actions (76%) after seeing such advertising. This data is cited in a report prepared by The Harris Poll on behalf of the American Out of Home Advertising Association. Globally, the digitalization of outdoor advertising is also rapidly advancing, outpacing the rest of the advertising market thanks to the implementation of software for digital signage and content management systems (CMS).

How the research was conducted

The Harris Poll conducted an online survey of 10,723 U.S. residents aged 18 to 64 from April 2 to April 9, 2024. The collected data was weighted according to the socio-demographic characteristics (age, gender, race, ethnicity, location, employment, income level) of the U.S. population.

DOOH — the best of all

The study showed that the digital out-of-home advertising segment (DOOH) is the best and most motivating among all types of advertising, especially for younger generations, urban residents, and those who use public transportation. The use of programmatic DOOH helps to more effectively manage advertising campaigns and achieve better results.

“Our results indicate that DOOH is a highly effective advertising medium that can be both vivid and engaging,” commented John Gerzema, CEO of The Harris Poll. “DOOH’s ability to drive consumers to action is clear, but when DOOH advertising concepts are well-executed, it can gain a second life on social platforms as shareable content.”

The vast majority (73%) of consumers have a positive attitude towards digital signage.

This figure is significantly higher than for other types of advertising — on television (50%), on social media (48%), online (37%), in audio ads (32%), and print advertising (31%).

The study also showed that 80% of consumers are likely to take certain actions after viewing DOOH content if it is entertaining (creative, witty, or humorous) or visually appealing (bright or bold). A digital signage player helps effectively broadcast such content, making it accessible and engaging.

71% of respondents said they might share DOOH advertising that features their favorite products or brands. Modern technologies, such as CMS, allow advertisers to conveniently manage content and make the advertising more relevant to consumers.

DOOH advertising has demonstrated its effectiveness in driving consumer actions: 76% of respondents indicated that it recently prompted them to act. The most common actions were: watching video programs (38%), visiting a restaurant (36%), shopping in a store (30%), word-of-mouth recommendations (30%), and visiting a shop (29%). The use of a digital signage player ensures reliable and clear display of advertisements, engaging a wide audience.

There is also a close connection between DOOH advertising and mobile devices. 74% of mobile device users reported taking actions on their devices after viewing this advertising. Innovative solutions such as programmatic DOOH (pDOOH) help more accurately target audiences, which increases the effectiveness of advertising campaigns.

Right time and place

The Harris Poll study demonstrated that signage directly contributes to increased foot traffic, higher brand awareness, improved customer engagement, and increased sales. The use of specialized software for video walls ensures clear display of advertising materials in public places, attracting more visitors to businesses.

30% of survey participants noted that they recently paid attention to ads pointing to a business location. 51% of those who noticed such advertising subsequently visited the advertised business, and almost all of the visitors (93%) made a purchase.

The study showed that most consumers highly value promotional offers that are time-sensitive or weather-related. 86% find advertising for special offers useful, 84% appreciate ads for restaurant deals. At the same time, 80% approved of special offers for food, drinks, clothing, footwear, and other goods that are available during a specific time period.

81% of respondents called advertising with product offers related to weather conditions, such as temperature or precipitation (e.g., ice cream, umbrellas, sunscreen, etc.), timely and useful.

DOOH advertising is one of the most promising formats in the modern world of advertising technologies. The use of software for DOOH gives companies the ability not only to effectively broadcast advertising messages to large audiences but also to adapt these messages in real-time. This allows brands to quickly respond to market changes and consumer needs, creating more relevant and targeted content.

Modern DOOH Display Solutions include the use of screens for advertising located in large shopping malls, airports, city streets, and other public places. These DOOH networks allow advertisers to reach a wide audience, making this format ideal for large-scale advertising campaigns.

One of the main advantages of this type of advertising is its ability to interact with other digital channels, including mobile apps and social networks. For example, many users take further actions on their smartphones after viewing video ads on DOOH screens, increasing audience engagement and the effectiveness of advertising campaigns.

A centralized video management system allows advertisers to control the content broadcast on numerous screens in different cities and countries. This enables brands to quickly change advertising messages according to regional characteristics or specific events, making DOOH advertising more flexible and adaptable to different markets.

Each year, Digital Out Of Home (DOOH) becomes more interactive, incorporating artificial intelligence and big data technologies to analyze consumer behavior. This allows advertising messages to be adjusted in real time and tailored to specific audiences, or even to weather conditions and the time of day.

As a result, digital out-of-home advertising (DOOH) is becoming one of the most effective tools in modern marketing. It enables rapid content changes and reaches a wide audience in public spaces. With centralized management, advertisers can adapt their messages to regional specifics or current events, making the advertising more targeted.

DOOH advertising is closely integrated with mobile technologies, prompting consumers to take action after viewing the content. It also uses analytics and artificial intelligence for more precise targeting, making it more effective in real-time conditions.

Overall, digital out-of-home advertising provides brands with flexible opportunities to engage audiences and increase brand awareness through interactive and adaptive content.

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