To delete or not delete?

Each day Shopaholic’s inbox gets filled with dozens of emails from marketing industry association’s spruiking the latest research results. Most days they get sent straight to the recycle bin but every now and then a worthwhile study stands out and catches Shopaholic’s attention.

One such study was conducted by Arbitron Inc., a New York media and market research firm.

Compared to markets in America and Europe, retail media is in its infancy in Australia and therefore Shopaholic often looks upon overseas studies with a comparable interest. It is always fascinating to gauge the level of success and popularity certain types of media have in other markets.

The Arbitron study, which interviewed a total of 1,666 people to investigate experiences with different forms of media and advertising, reveals that two-thirds (67%) of US residents aged 18 or older have seen an Out-of-Home digital video display in the last month.
The study also found that digital video displays in retail locations alone reach over half (53%) of American adults in an average month. The study found that the general audience for OOH digital video displays represents a cross section of American consumers, and closely mirrors the average U.S population.

These statistics are quite impressive and provide a real indication of the traction OOH digital screens have in the U.S. Other studies have found the public’s reaction to place based TV networks to be extremely positive.

The penetration of OOH digital screens in overseas markets is definitely encouraging for the media here in Australia.