Digital Place-Based Video is Growing and Evolving

Reprinted from KenRadio.com

More than 70% of the U.S. population, or 181 million, have viewed a digital video display out of home in the past month, while 52% of the population, or 135 million, have viewed digital video display in the past week. Digital video in public venues reaches more Americans each month (70%) than video over the Internet (43%) or Facebook (41%). Display out of home video dwarfs many prominent new media and marketing platforms. More teens and adults have seen a digital video screen at a public venue in the past month than have watched online video. More people see digital video screens in public venues than have ever sent or received a text message, own a DVR, such as a TiVo or recorder provided through their cable or satellite TV provider, or have a Facebook profile, according to a new study by Arbitron.

Viewers are engaged with the content, with 47% of those who have seen a digital placebased video in the past month specifically recall seeing an ad. 19% of those who have seen a digital video ad say they have made an unplanned purchase after seeing an item featured on the screen.

Video displays in grocery stores, visited by 97% of the population, get the most notice with 72 million viewing a display in the past month. Displays in shopping malls are viewed by 70 million, followed by large retail or department stores, medical or doctors’ offices, and movie theaters.

Though the movie venue was No. 5 overall, it ranked number 2 among teens, after shopping malls. For reaching Adults, the top three venues were grocery stores, large retailers, and shopping malls. The least-viewed display out of home venues were elevators and buses, trains or taxis.

Many public places now have digital video displays. These video displays look like television screens, but rather than broadcasting regular television stations, they feature short programs and advertising relevant to products in the store. For example, a video display at a local grocery store might show food items for sale, while a video display in the lobby of a local movie theater might show the trailer for an upcoming movie… I’d like you to tell me whether or not you have seen a digital video display… recently…specifically digital video displays… NOT to include TV stations you might have seen on a regular television screen at one of these locations.