Digital screens win the game to offline supports in airports and shopping centers

Digital signage has become a key element for companies to promote their brand image. Digital screens allow to offer more updated and closer information to the consumer than traditional signage. Advertising and information on cultural and leisure events are the main contents of these media.

Digital screens have become the preferred medium to display information about cultural or leisure events or as an advertising medium, being the shopping centers, stations and airports the places where they proliferate the most.

IAB Spain, the Association that represents the advertising and digital communication sector in Spain, has presented today the Second Annual Study of Digital Signage (digital exterior signage) made by the company Praise Group and led by the Digital Signage Commission.

The study highlights how companies that advertise on digital screens achieve a better brand image. one 50% prefers them to a 10% that opts for the offline exterior, since they consider that digital screens attract more attention and manage to offer more updated content, creative and useful. In addition, digital media allow to offer content more linked to the site as well as updated, versus offline media.

Regarding the contents that are displayed on these displays, the study reveals that the 60% is publiciario, followed by information on cultural or leisure events (30%) along with offers and promotions (29%). This makes users feel attracted and feel that these supports offer them useful information. (47%) and makes them motivate or influence their purchase decision (39%).

The most notorious tested communication medium is the billboard (72%), followed by the advertising poster (69%). Digital screens have a suggested notoriety of the 39%, by illustrating it with examples, the notoriety is almost absolute (93%). The most recognized type of digital media is the digital display (87%) followed by totems (79%).

The vast majority know about touch screens (93%) and place them in shopping centers, shops or stations/airports.

A quarter of the sample that knows the touch screen has made some purchase (especially transport tickets, fast food through kiosks or show tickets) and with it they value it in a positive way since they consider that it saves time. The intention to use it increases in case of being in a busy store (83%) and the 57% claims to use it to make purchases.

Depending on support, different locations are identified. While the offline are more typical of exterior (billboards and billboards), digital ones are located in shopping malls and stations or airports.

The most well-known and used mode of interaction is QR, followed by touch screens. Social networks are the third mode of interaction known and used especially among young people.
Among those who have interacted through digital channels, spontaneously, recognize that curiosity has been the motivation.

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