What are the best locations for digital out-of-home screens? It depends how you define success, but a recent study by GfK MRI in the U.S. shows dramatic disparities among venue types – further confirmation that DOOH is not a single, monolithic medium but a diverse collection of channels.

The study found that more than 60 percent of U.S. adults had seen advertising on public screens in the previous month.

The most common locations were grocery stores, where 32 percent of respondents had seen DOOH ads; also scoring high were fast-food restaurants, malls, pharmacies, and coffee shops.

The least successful location types, at least in terms of reaching large volumes of consumers, were gyms, casinos, elevators and taxis – although in all four cases, long dwell times and the potential for demographic targeting will compensate for the lower numbers.

This split between high-volume, relatively undifferentiated audiences and smaller, more precisely defined groups of viewers is also key to the predictions of a recent Kinetic Worldwide report on the British DOOH market.

By 2020, that report predicts, networks will be differentiated into two over-arching categories: those with a broadcast model attempting to reach the maximum number of viewers, and more targeted networks of sites that can be used for precision, real-time campaigns.

In the former category are likely to be digital six-sheets and bus shelters. These will rapidly go digital in the UK after 2015, Kinetic believes, although there will not be wholesale replacement of conventional posters by digital billboards.

The latter category, meanwhile, will exploit interactivity via smartphones, near field communication (NFC), RFID and social media.

Altogether, Kinetic expects DOOH to account for 23 percent of UK outdoor spend by 2020, with 110,000 screens.

www.gfkmri.com
www.kineticww.com

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