May 01, 2017

Who’s Your Digital Signage Audience? It Matters

You know who you want your digital signage messaging to reach. But how do you know who’s actually looking at your content on electronic displays? Thankfully, data scientists have spent some time determining the audiences for various kinds of digital out-of-home (DOOH) signs. Here’s the breakdown by location.

Billboards - Best Audience for Brand Awareness

Aerva_WatchfireSigns.jpg

Billboards are the most noticed form of DOOH signage. On average, about 8 in 10 people look at the message, and about 4 in 10 say billboards ads have influenced them to visit a store and/or talk about a product with others. Billboards lead to 75% brand recall. Put simply, there’s nothing better to get your brand or message to the broadest, most action-oriented audience.

So who is that audience? The studies refer to them as “travelers”—a broad cross-section of people on the way to work, running errands, or heading for a weekend getaway. More than half of digital billboard viewers make over $50,000 a year, so they have some purchasing power. Americans average 20 hours a week traveling, most commonly by car. And that’s a good thing, because 31% of drivers make shopping decisions in their vehicles. What about public transit? DOOH viewership is almost as high among transit commuters.

The audience for digital billboards is huge, if undifferentiated. There’s no denying that your message reaches people of all ages and backgrounds. According to research firm Arbitron, digital billboards work best for brands with mass appeal—including entertainment, gaming, fast casual restaurants, recreation, and TV sports events.

Airport Signs - Best Audience for Purchasing Power

Aerva_Airport_Display.jpg

Digital displays and signage in airports reach a more specialized audience than roadside billboards. Naturally, this environment tends to filter for people who can afford to fly, and among them are business travelers who yield significant purchasing power. About 1 in 5 people visited an airport in the past month. Of them, more than half saw a digital sign at the airport.

Let’s get specific. The audience for airport digital signage leans male, college educated, and well compensated. About 55% of airport viewers are men. About 64% of them have a college education. Nearly half of them make at least $50,000 a year, and another 27% of them make over $100,000. By and large, digital displays in airports speak to an audience of people ages 25 to 54 who are likely to be employed and have kids at home.

This is great news if you’re promoting a luxury brand. Your ad may reach more people on a roadside billboard, but in an airport, it reaches more people who desire and can afford luxury items. It’s also good news if you want to speak to people with children. And let’s not forget that even the luckiest traveler is likely to spend a chunk of time in the airport waiting, with a lot of attention to spare. That’s handy because 69% of travelers make retail decisions outside their home.

In-Store Signs - Best Audience for Purchase Influence and Upselling

MiracleMileShops.jpg

Retail is the fastest-growing segment of digital signage, and with good reason. The ROI on digital signage in the retail environment is huge. About 8 in 10 people say they’ve been enticed to enter a store because of an interior digital display. More than two-thirds of shoppers say digital displays near the point of sale can influence what they buy. Even better, 44% of shoppers say digital displays have caused them to change their shopping plans and buy a different product. The numbers don’t lie—digital displays are powerful needle-movers in stores.

Who are these potential customers? They’re young, and if not, likely parents. A total of 72% of people have visited a large retail store in the past month. And more than one-third saw digital signage during those visits. Retail audiences tend to be younger, with at least half of viewers in the 24 to 44 age range. That’s a good thing for trend-driven retail, like fashion. About 4 of every 10 retail shoppers have kids at home, which means digital displays can be a great way to showcase products for people too young to make purchasing decisions.

Bottom line: you can get shoppers in the door and influence their purchases with digital displays and signage. How big is this potential audience? As many as 69 million unique US shoppers. Media with big visual impact, like video walls, can be a great way to woo them. Once they enter the store, they’re likely to be a self-selecting audience interested in what you have to say. So it’s worth knowing who they are, and using that information to prompt purchases and suggest upsells.