Digital signage 'eye-catching'

A significant proportion of people find that the advertising used on digital signage catches their eye, indicating the importance of this medium in reaching audiences.
Research carried out by OTX for SeeSaw Networks found that 63 per cent of adults say digital signage ´catches their attention´ and 62 per cent have seen it in the last year.

Individuals spot digital signage in an average of six different places over the course of a week, something that the researchers say has wide implications for online advertisers.

"The OTX study confirms that digital signage has reached critical mass as a component of an advertiser´s media mix," said Greg Smith from digital media firm Neo@Ogilvy. "And I think there´s more we can do with this medium every day."

The study also revealed that 63 per cent of consumers aged between 18 and 34 tend to find digital signage advertising more unique than that using other media, while 57 per cent said it was more interesting.

Some 44 per cent of respondents said they pay some or a lot of attention to digital signage advertising, according to the survey.
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