Clear Channel study finds that $2.3bn is wasted by brands failing to fully utilise digital out-of-home technology

The study focused on consumers in environments such as train stations and shopping centres and spoke to over 1,000 shoppers and commuters in France and Belgium.

As a result, it was discovered that brands that incorporated one or more features into their OOH digital campaigns made a more powerful connection and impact with those who viewed it.

The survey claims that the top uses for digital screens are: to play with people and spaces, use movement, tailor executions or messages to reflect relevant consumer needs, deliver real-time information and live messages and build strong brand narratives.

David Boyd, digital director at Clear Channel International, said: “The message from ScreenPlay is that digital out-of-home has the potential to be transformational for our industry and that the best is yet to come. At Clear Channel Outdoor, we look forward to working in collaboration with brands across the world to build creatively rich and effective digital campaigns which engage the consumer and allow the medium to reach its full potential. Our survey proves that consumers see digital out-of-home advertising as innovative, modern and engaging and in an increasingly competitive world, it’s a message we will be taking to all of our digital markets.”

The study claimed that brands which successfully incorporate one or more of these features into their digital campaigns connect more powerfully with people, build a stronger brand identity and ultimately have greater impact.