ABDOH - Associação Brasileira de Mídia Digital Out of Home

Survey Shows Place-Based Digital Ads Well Noticed

Nearly 61% of all U.S. adults have viewed advertising on video screens in public venues in the last 30 days, and more than 64% of them have expressed interest in this form of marketing communication, according to the latest data from GfK MRI.

The data is derived from the Fall 2010 GfK MRI Survey of the American Consumer and the 2011 GfK MRI Omnibus Recontact Study. Questions in the Omnibus Recontact Study pertaining to place-based digital advertising were sponsored by the Digital Place-Based Advertising Association to increase the number of digital place-based advertising venues measured by GfK MRI.

Of the 60.7% of U.S. adults (approximately 138.5 million people) who reported having seen digital place-based advertising, 64.1% expressed an interest in the ads.

Ads on video screens located in grocery stores were the most commonly viewed, with 31.8% of adults reporting having seen this type of ad in the last 30 days. Grocery stores were followed by quick service/casual dining restaurants, warehouse/club stores, shopping malls, pharmacies and coffee shops/cafes or delicatessens, in that order, as the most likely place consumers viewed place-based video ads.