Light viewers are said to watch less than three hours of television per day (source: TGI), and yet they make up 37.8 per cent of the UK population. With digital content playing an increasingly significant role in reaching light TV viewers through mobile channels, a new study shows how significant a part DOOH plays in broadcasting this full motion content.
Independent research commissioned by Ocean Outdoor measures how receptive the elusive light TV audience is to digital Out of Home, a medium which is used as a growing conduit between customers, stores and mobile purchase channels.
MediaTel surveyed more than 2,000 of them on behalf of Ocean to discover how this multi-screening group responds to DOOH content and if they are likely to consume interesting live DOOH content whilst they are out of the home.
Key findings amongst Light TV viewers reveal:
- On average, 31% more say they notice large digital screens whilst out shopping compared to the UK general public.
- That response rises to 43% in London where there tend to be more large format digital screens.
- On average, 13% more say that relevant digital screen content encourages them to visit a website.
- And on average, 15% more say that relevant advertising encourages them to visit a store.
- On average, 34% are more likely to watch interesting live content that they can't access anywhere else at that time.
Ocean Group Marketing Director Richard Malton said, "OOH has always been a great place to target light TV viewers. Digital out of home is even better placed as more and more digital content created by brands needs a broadcast distribution channel.
"With its full motion capabilities, DOOH provides this. This study shows how compelling DOOH content, delivered at scale, works to reach light TV viewers, increasing their interactions with brands via smartphones and priming people to make purchase decisions based on what they have seen."
The Priming Effect
- On average, 34% more say an advertisement they have seen on the commute home affects their later behaviour (compared to the UK general public).
- On average 35% more say an advertisement they see on their commute affects their daytime online behaviour.
- On average, 40% more say they tend to respond to an offer seen on a DOOH screen using their mobile or tablet.