It’s always heartening to see positive research results from digital signage installs out in the field.
First, good results help us all. Second, somebody actually saw the greater good of letting others in on the results (still rare, it seems).
In this case, the mall ad company AdSpace has released some results of measurement done with Nielsen this spring.
The Out of Home Video Advertising Bureau (OVAB), an organization of digital outdoor companies, is currently working with its agency partners to develop a solid metric for later this year.
But AdSpace, a mall advertising company currently in 75 upscale malls throughout the country, got a jump on its fellow OVAB members in April when it partnered with Nielsen on a study that would provide more detailed ad-engagement data. The study aims to show how many people are watching the ads, and for how long.
For AdSpace, it turned out to be 47% of all mall traffic, a good portion of which is comprised of its target teen audience. Of those 47% traffic views, the average person viewed an ad 3.3 times, a number significantly more accurate than previous studies could have recorded, said Bill Ketchum, exec VP-chief marketing officer.
“It’s so easy to say I just don’t believe it, and then that gets into a difficult conversation because how do you prove it?” he said. “Once we had the Nielsen data it didn’t seem to be a big issue [for clients.]”
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.