Research commissioned by the Out-of-Home Marketing Association (OMAC) has found that young adults, aged 18-24, are more easily influenced by digital out-of-home advertising (DOOH) than their elders. Two thirds of the young adults took some action after seeing DOOH advertising compared with just half of older respondents. Awareness of DOOH is higher in major urban markets, as might be expected.
“Not only is digital out-of-home advertising effective in catching people’s attention, it motivates consumers to respond,” said Rosanne Caron, OMAC’s president.
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