Advertisers can harness the positive attributes of outdoor to better relay a branding message.
As the media landscape has, in general, upgraded to digital formats, outdoor is no exception. However, unlike the radio and television switch to digital, outdoor has received harsh review and even legal objection to digital boards being built. A new study done by the Opinion Research Corporation and Strategy One contradicted the criticism in that most respondents found digital outdoor to be helpful.
According to MediaPost, 80% of those surveyed felt that digital outdoor was practical in receiving important information. This includes tips like road condition updates, emergency information and traffic advisories. In regards to advertising, 63% utilized the boards for learning about restaurants, lodging, and local attractions.
Not surprisingly, when focusing on the younger respondents, that tend to be early adopters, those percentages rose. Note that 76% of respondents did not agree with the need to ban the outdoor billboards.
On the cusp of studies revealing that digital outdoor boards do not cause traffic accidents, this study reinforces that it is a relatively welcome and safe medium. Advertisers can harness the positive attributes of outdoor to better relay a branding message.
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