The Effectiveness of Digital Billboard Advertising
Do you have questions about the effectiveness of digital billboard advertising or are you skeptical about its return on your investment? Your concerns will be alleviated by a May 2015 study* conducted by Nielson for this particular Outdoor medium.
Nielson measured the recall and effectiveness of digital billboard advertising in five major US cities: Atlanta, Cincinnati, Minneapolis, Phoenix, and Tampa. We at Phase III have done business in four of these cities this past year, the exception being Minneapolis.
Nielson conducted over 1,200 interviews of area residents over the age of eighteen who traveled on specific roads in the thirty days prior to the interview. The results are a strong testimonial for Outdoor Advertising and digital billboards.
The study goes in depth to discover that not only do a majority of people notice digital billboard advertising, but the recall of the ads and the actions they generate are equally impressive. Note the ‘Ad Recall’ portions shown on pages 10-15. With recall values at 89% in Cincinnati and Tampa to 80% in Atlanta, 77% in Phoenix, and 74% in Minneapolis, the results speak very highly of the power of the medium.
Not only do people notice the ads but they effectively push viewers into action. Note the information about consumer actions on pages 22 and 23. It says that 36% of those who notice a digital billboard in the past month have talked about something they saw with friends and family with 19% visiting the store and 14% making a purchase. When you account for the number of people that pass these billboard locations, it is an opportunity that can’t be discounted.
The most impressive part of this study is shown on page 40. The marriage of Outdoor Advertising to other media is extremely effective. Note the high percentages of people who seek out the advertiser online after seeing the billboard. Outdoor Advertising is a great way to grab their attention while you allow your online presence to give them all the details. Outdoor has always been a perfect match to traditional media like radio, print, and TV, but it is even more powerful when matched to your online or mobile media.
Now more than ever, it is necessary to include Outdoor Advertising in your media plan. Allow Phase III Media and Production to show you how to make the most of it.
*To read the entire study referenced above, go to