DOOH is a CEO’s No.1 Choice After TV
In a recent UK survey conducted by Censuswide, they found that 66% of CEOs believe that premium digital out of home is the most effective medium for making their brand famous,
In addition, 60% of the CEOs questioned said that there are specific DOOH sites around London that they view as ‘must have’ when it comes to their brand or company’s media plan – err, I think we all know what those are, Ed.
Digital Out of Home came second only to TV, with 74% of CEOs sticking with TV as their preferred method of advertising.
Jonathan Lewis, managing director at Outdoor Plus told us “The results of the Censuswide survey show that CEOs resolutely believe premium digital screens deliver for their company or brand. What is particularly heartening for us is that CEOs understand the value of specific premium sites as much as they value the channel overall.”
It seems that standard billboards and newspapers follow after TV and Digital Out of Home as a CEO’s ‘go to’ media channel for building their brand.
The findings indeed, show that the advertising channels, previously considered the most important are being overtaken due to the immediacy of more technologically advanced forms!
Steve Parker, CEO, Starcom MediaVest, said “It’s great to see a piece of research which validates what we intuitively know and that reflects the growth in spend, technology and understanding of a platform. I believe brand leaders whether CEOs or CMOs recognise the opportunity that premium digital OOH presents them in building brand fame, increasing consumer engagement and delivering timely content experiences. They also recognise that there is a real ambition from the OOH industry to invest more in technology and measurement and to naturally innovate more, which reassures further.”
For example, when asked what they perceived to be the greatest Digital Out of Home benefits, two-thirds of CEOs said that it was the ability to target different audiences at different times of the day.
CEOs were also asked about their preferred location to advertise their company on a premium digital screen in London – 52% chose Euston Road Underpass, followed by Vauxhall Cross, the IMAX, Waterloo and Cromwell Road.
Methodology
In July 2014, Censuswide conducted research among 100 CEOs/CMOs in the UK, who advertise to consumers. The research was carried out in accordance with guidelines from the Market Research Society.
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