MEDIA RESEARCH SUMMARY - DIGITAL SIGNAGE / OUT-OF-HOME

“Platinum TV maintained sales growth against strong competition out in market – in effect a 15% turnaround ‘against the tide’”

Source: "Test Market for Platinum TV" - Point9 2009

The two most popular DOOH advertiser campaign venue subcategories in Q2 2010, convenience stores and hospitality (restaurant/bar), should both grow while maintaining their respective number one and two positions.

Source: "DOOH Interest in C-stores Set to Grow in Q3" - Adcentricity Report Aug 2010

"59% of 18-34 year olds usually decide which drink to purchase in venue."

Source: Ipsos–Rsl Research

"DOOH spending is predicted to double by the year 2016 [with] an average growth rate of 15.2% over the next five years [and] 20% in 2011."

Source: 2011 Advertising Forecast - MagnaGlobal Advertising

"U.S. digital out-of-home advertising spending, including digital place-based networks, billboards and signage, grew 14.9% in the first half of 2010 and is on pace to grow 14.8% for the full year to $2.07 billion."

Source: Global Digital Out-of-Home Media Forecast 2011-2015 - PQ Media

"DOOH advertising in public venues reaches more Americans each month than online videos delivered by Facebook, Hulu, and YouTube combined."

Source: Why 2011 will be digital out-of-home's tipping point

"Research says on-premise screen promotions increase bar sales:

• 23% visit the bar more often
• 27% stayed longer (so drank more)
• 63% are tempted to buy products they see advertised
• 66% agree ambient TV improves the bar
• 67% discussed a message with friends"

(Focus groups based on 640 respondents).

Source: Avanti Screen Media & 2CV Research Pub Study

“Findings - bars

• Exciting and charged environments – friends, laughs & sex!
• Very attentive to visual stimulation – good eye-candy will distract
• People look about 3 times per minute
• Regular, short, eye-catching snaps - average glance about 2 seconds
• Longer views (up to 15 seconds) during lulls in conversation – ‘impolite’ glances over people’s shoulders!"

“Several screen environments can help advertisers synergise with consumer mindsets and personal objectives e.g. bars.”

Source: "Researching Outdoor Digital Screens" - The Outdoor Advertising Association UK

“Results from in-store digital media pilot programs have shown lift from 15% to 60%”

Source: Forrester Research 2006

“There is a strong trend that the sales of advertised products on signage networks have seen significant increases by comparison to non-advertised items in the same location. Tests showed an average sales lift of 28% for advertised products.”

Source: Frost & Sullivan Research

“70% of purchase decisions are made in-store”

Source: Forrester Research 2006

“Customers are 10 times more likely to observe dynamic media than static.”

Source: IBM Research

More than one-third of Americans have watched a retail video display, with almost half saying they would rather shop in stores with digital signage.

Source: Arbitron Retail Media Study Volume II: Consumer Interest and Acceptance of Video Displays in Retail Environments, 2005.

“TV stations are also losing out because of too much program promotion and ad clutter. The viewer experience has deteriorated due to too much advertising and too many station program promotions.”

Source: "TV loses out as advertising clutter increases" - The Australian

Alcoholic beverage consumption shows an increase of six percent across 53 Markets [with] Australia taking in twelfth position at six percent. In terms of consumption in on-premise locations (such as bars and restaurants), Wine is growing in on-premise in more markets than in retail. Beer is evenly split between markets growing in retail and those growing in on-premise. In many markets, consumers [are] trading up to more premium brands.

Source: "Global report on trends in alcoholic beverage consumption" - AC Nielsen Sept 2008

“The results from TNS's 2005 study, conducted with over 5,500 Wal-Mart shoppers, highlight that customers who have viewed advertising for specific brands on Wal-Mart TV are significantly more likely to:

• Agree with positive statements about those brands (61% agreement) (1) vs. customers who did not see those same advertisements (40% agreement). (2)
• Purchase the advertised product "today" (15% vs. 4%) (3)
• Plan on purchasing the product "in the future" (85% vs. 62%). (4)

Source: Premier Retail Networks Announces Results of New Research
Study for the Wal-Mart Television Network 2005

"84 percent of people who reported noticing the screens verifying that they spent time watching the content… viewers’ intent to see the [advertised] movie more than doubled, from 19 to 45 percent… one in four viewers recalled the ad, and all people responding to the survey were six times more likely to name [the advertised movie] as a newly released movie."

Source: Arbitron Media Research study on Danoo Digital Signage Network 2008

If you have any questions, please contact us at info@platinumtv.com.au.