Research shows digital signage is more memorable, less annoying than other media
What does it all mean?
Some of the above results simply indicate how much time the respondents spend interacting with each type of media. For example, the awareness of digital signage advertising likely falls behind that of radio, Internet and TV because those three media have been ad-supported for virtually the entire time they've existed, and their primary benefit (to consumers) is not that they dish out ads, but rather that they dish out entertainment. Consequently, somebody who watches three hours of TV every day is going to be exposed to many more ads, and will be much more likely to recall seeing commercials on that medium, than on the digital signs that they only encounter for a few minutes each week. Similarly, ads on digital signs might be least annoying for any number of reasons. People just aren't exposed to them as frequently as TV, Internet and other media, so maybe they simply don't remember being as annoyed. Alternatively, ads on digital signs aren't interrupting entertainment content (as they do on TV, radio and even the Internet now), so that might account for them being viewed as less annoying. Or, because digital signs are frequently placed in commercial environments, perhaps people are just more receptive to viewing commercial content on them.
We can also spot another trend in this data: when it comes to advertising, it's good to be big, but even better to be big and sippable. Billboards and digital signs consistently rate highly for being eye-catching, which isn't surprising when you figure that even a small indoor screen is nearly four feet across these days. Compare that to a mobile phone that might have a "huge" three inch screen, and it's easy to understand why advertisers haven't had any huge successes with mobile advertising yet, despite the fact that it allows for unprecedented targeting and media delivery control. Also, both digital signs and billboards were counted as least annoying amongst ad media, which probably has more to do with the fact that they're designed to deliver a very small amount of information to a viewer at once, and viewers typically don't spend a lot of time standing in front of them.
Content from Research shows digital signage is more memorable, less annoying than other media provided by WireSpring. Copyright © 2000-2007 WireSpring Technologies, Inc. All rights reserved. Author: Bill Gerba on 2007-10-30 14:55:50