November 13th, 2022, Bhavika Bansal
Digital out-of-home advertising continues to attract a large variety of advertisers thanks to its ability to run innovative, flexible, dynamic, cost-effective, and targeted campaigns. The decline in demand for traditional billboard advertising is also anticipated to spur the growth of the global digital OOH market. However, the rising trend of online and broadcast advertising, paired with complex and expensive digital signage, acts as a hindrance to the growth of this global market.
In a recent YouGov poll, we asked consumers across 18 markets which ad format is more memorable for them – digital OOH ads or TV ads. Results of the poll reveal that fewer than a third of global consumers (27%) agree that digital out-of-home-ads are more memorable than TV ads, while a fifth of respondents (22%) disagree.
The European markets are divided on the matter. While a quarter of Italian and Polish respondents (24%) and a third of Spanish respondents (28%) say that digital OOH ads are more memorable, this number drops considerably in Great Britain (11%), France (13%) and Denmark (9% - the lowest in all markets). Notably, more than a third of consumers in France (35%) - the highest of all global markets – disagree with the notion that digital OOH are more memorable.
Similarly, the Americas remains divided. While consumers in Mexico exceed the global average, with almost half (47%) saying that they agree that digital OOH ads are more memorable than TV ads, fewer than two out of ten consumers in the US (12%) and Canada (16%) agree.
The Emirati and Indian markets (52%) are the most likely of all global markets to agree that digital out-of-home-ads are the more memorable format.
While the APAC markets of Indonesia (48%) and China (42%) also significantly exceed the global average, Australia (26%) and Singapore (30%) closely mirror global sentiment. Interestingly, consumers in Singapore are also globally most neutral in their opinion with half of respondents here (50%) on the fence
The data is also quite interesting when we examine it by age.
While two-fifths of 18-24-year-olds and 25-34-year-olds (36%) say digital OOH ads are more memorable; this percentage continues to drop as the age of consumers increases, with less than two out of ten consumers aged 55 and above (15%) agreeing.
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Get quick survey results from nationally representative or targeted audiences using YouGov RealTime Omnibus
Methodology: YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18 and over in 18 markets with sample sizes varying between 514 and 2,004 for each market. All surveys were conducted online in July 2022. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov RealTime Omnibus.
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