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Via international research company GfK, Digicom asked a representative UK sample of 1,005 adults whether they had seen digital advertising screens in the past year - the results were encouraging, with 77% of Londoners claiming they had seen such screens - the highest of any region (this is of course consistent with more screens being deployed in the capital).

The research also showed…

• More than half of UK population are exposed to digital advertising screens these days
• Yorkshire & Humberside, Northern Ireland, and especially London, have most exposure
• Younger people 15-45 see the most screens
• Digital screens are seen to improve the shopping environment
• Screens can definitely enhance the advertising proposition (strong agreement)
• Young people have highest perception of the digital effect

16 - 24’s were a high exposure group with 73% having seen such screens as well as those in full time employment (65%) and ABC1 adults (61%). There is also a slight male bias.

Digicom executive chairman Tom Goddard told us “Digital advertising screens are being seen by an attractive audience: upscale, young, and working full time. That’s a demographic which advertisers are falling over themselves to reach. What’s more, they are clearly well disposed to digital out of home advertising.”

64% of respondents agreed that “digital advertising screens can improve a shopping environment” and younger people were especially in favour, with 86% of 16-24s agreeing with that statement.

Regionally, Scots and Northern Irish were most likely to agree. Males (67%) also agreed more.

There also seems to be a halo effect which digital advertising screens bestow on the advertised brands - three out of four adults (78%) agreed with the statement “digital advertising screens can make the advertised brands or products seem attractive” - an overwhelming 92% of 16-24’s agreed, as did 82% of 25-45’s.

Source: Adrian J Cotterill, DailyDOOH