Arbitron releases audience profile study on DOOH

August 5, 2009 by Dave Haynes

Rob Gorrie’s blog and tweets flagged new research released by measurement giant Arbitron on the digital out of home marketplace, with specific breakdowns on how many people are looking and who, roughly, those people may be.
As Gorrie notes it is long overdue data and much-welcomed, and guys like Captivate should be very happy with how the study suggests elevators deliver a premium (ie  wealthy) viewing audience.
The great thing is that the report comes free of charge (with registration) and should be required reading for anyone running or even thinking about starting a DOOH network. If you don’t understand the audience you are going after, you’re in trouble.

The Arbitron Out-of-Home Digital Video Display Study 2009 study reveals that approximately 155 million (67 percent of) U.S. residents aged 18 or older have seen an Out-of-Home (OOH) digital video display in the past month at one or more of the 17 types of public venues examined for the report. The general audience for OOH digital video displays represents a cross-section of American consumers, and closely mirrors the average U.S. population.
Audience Profile by Venue Type

Of those who recall seeing digital video displays in the past month, 76% noticed seeing them at multiple venues. Digital video displays in retail locations alone (including grocery stores, large retailer/department stores, drug stores, shopping malls or convenience stores) reach over half (53%) of American adults in an average month. OOH digital video displays at gas stations and movie theaters each reach over 1 in 5 U.S. adults per month.
Targeting Consumers by Venue

Out-of-home digital video networks can be mixed and matched to target certain consumer groups including the affluent, men and Hispanics. OOH digital video networks across the board reach a high concentration of young adults aged 18 to 34. In this report we identify some venues that index highest for these key consumer segments.

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