A post over on MediaBuyerPlanner caught my eye this morning, as it recapped a newly-released digital signage study conducted by OTX (Online Testing eXchange) for SeeSaw Networks. The Digital Out-of-Home Media Awareness and Attitude Study, the first of its kind, provides a rich, comprehensive data set tracking audience response patterns to digital signage.

The study proves extremely encouraging for the entire OOH industry. A few key takeaways:

• Digital signage advertising was found to be more unique, interesting, and entertaining than on most other media (old and new); it is also considered less annoying than nearly all other media types (internet advertising was noted as being the most annoying).
• Awareness levels of digital signage are extraordinarily high. (62% awareness rate for adults; 75% awareness rate for the 18-24 demo.)
• Average number of different types of locations where digital signage is seen in a week is high… and growing. (6 unique location types for adults; 8 unique location types for the 18-24 set.)
• 63% of adults consider digital signage “attention-grabbing,” thereby topping the list. (Billboards and magazines were second and third, respectively).
• Digital signage is considered the most “interesting” form of advertising, beating out both TV and the internet.
• 73% of college students report using text messaging.
• 53% of total adults are likely to text a response to a compelling offer seen on digital signage.

The full study is available for snail mail delivery, and the condensed version is downloadable.

[tags]The Web Outside, text messaging, digital signage, audience studies, SeeSaw Networks, OTX, out-of-home media, MediaBuyerPlanner, Digital Out-of-Home Media Awareness and Attitude Study[/tags]