What They Say
JCDecaux New Zealand has released a study on the positive effect of large format OOH advertising on the receptivity to other advertising such as mobile. The research was reported in the Daily DOOH.
Victoria Parsons, Senior Insights and Strategy Specialist, JCDecaux New Zealand told the blog:
“Emotional aspects of advertising are known to be more memorable. The JCDecaux commissioned study proved that priming audiences using Large Format makes mobile advertising more memorable and thus more effective in influencing future purchase outcomes.”
There’s a pdf of the study results here.
What We Think
Over the time that I was deeply involved with the LFD and digital signage markets, as a supplier of market research, I regularly got questions about how you could demonstrate that digital signage and DOOH advertising actually work. This looks like a reasonably thought out study, and it’s good to see JCD doing this kind of work.
