On-Site Insights: The Edison Research Digital Out-Of-Home Study

Just released: New DOOH study from Edison Research

With more and more Americans subscribing to ad-free content and blocking online advertising, brands are finding it increasingly challenging to reach consumers with even the most relevant information. One channel that remains strong, however, is digital out-of-home (DOOH) advertising. Until someone invents glasses that block advertisements, DOOH will continue to be a compelling and effective means to disseminate brand messages.

In order to measure the value of digital out-of-home, Edison Research conducted a national online survey of 1,013 Americans, ages 18+, to gauge their recall and perceptions of DOOH advertising in the places where they work, shop, eat, and travel. Approximately two-thirds of Americans (65%) say that they recall seeing an out-of-home digital video display in the last month in any of the 20 different locations listed. The study found that the highest recall for these screens were in locations where they could immediately influence a transaction such as gas stations, convenience stores, malls, and retail stores. Nearly a quarter of Americans also noted that they had seen a display in the last month at a café or quick service restaurant, which is indicative of just how rapidly this channel is becoming more commonplace, especially with the growing number of digital menus installed by some of America’s largest food service companies.

Which locations have the highest recall?

Some of the most fascinating data in this study are the recall of DOOH displays in various locations by people who have actually visited those locations. For example, while the net percentage of Americans who recall seeing digital video displays in an airport is relatively low, that is more a function of the fact that most people haven’t visited an airport in the last month. But when you look only at people who have visited each location, airports lead the way in recall, at 74%. In fact, the top locations by recall (airports, sporting events, and movie theaters) all offer truly captive audiences making these locations particularly effective for delivering a message. Of course, the power of DOOH advertising is that it is designed to capture the attention of consumers who are literally in transit, and we observed high recall of these screens not only at the airport but also at train stations (50%) and waiting areas for public transportation (32%).

The benefit of asking about each individual out-of-home venue is that we can create audience profiles for each location. Location-specific demographics and perceptions of digital video displays are available upon request.

How do consumers react to digital video displays?

Of course, recall alone is not enough–DOOH displays have to actually work! And, in fact, they do–46% of Americans 18+ who recalled seeing a display in the past month agree that digital video displays are a good way to learn about products and services, while more than a third (35%) take the sentiment a step further and agree that these displays are “engaging.” Finally, people take action subsequent to engaging with DOOH displays. One-third of those who recall seeing an ad on a digital display in the past month say that they have sought out more information about a product as a result of that interaction, while 29% say they have recommended a product they had seen advertised on a DOOH display to a friend or family member.

How do we continue to measure DOOH effectiveness?

We anticipate that DOOH advertising will continue to grow for these reasons and more, especially as new technology continues to improve the interactivity and contextual relevance of the content being served to digital video displays. Of course, if it isn’t measurable, it isn’t useful. Edison’s unique expertise in the science of exit polling and America’s most extensive network of trained out-of-home researchers give us the ability to deliver quantitative and qualitative metrics for all manner of DOOH displays and in literally any location imaginable. For more information on our capabilities or more on our On-Site Insights research, contact info@edisonresearch.com.

Access the full On-Site Insights from Edison Research report here.

InStore-Edison Logo

InStore Audio Network Reaches 35.5 Million Shoppers Per Day

InStore Audio Network reaches 35.5 million shoppers on an average day, according to new audience research study. Edison Research, a leading market research company based in Somerville, New Jersey, announced the release of new research that measures the audience for InStore Audio Network, the leading provider of in-store audio advertising in Drug and Grocery stores.

The research was conducted at a national sample of stores in the InStore Audio Network where the number of shoppers exposed to in-store audio were counted and a sample of shoppers were interviewed in order to measure how much time was spent in each store, how many visits were made to each store each week. The surveys were also used to measure the basic demographics of the InStore Audio Network audience.

The major findings of the study are:

  • The stores in the entire InStore Audio Network (including drug and grocery stores) have an average of 35.5 million daily visits from shoppers ages 12 and older.
  • The total number of weekly impressions for a message that runs once per hour on the InStore Audio Grocery Network and twice per hour on the InStore Audio Drug Store Network is 121 million.
  • The number of adults reached by one ad per hour in the grocery network and two ads per hour in the drug network is equivalent to a national daily rating of 6.6.
  • The total number of shoppers who visit at least one of the stores in the InStore Audio Network during a typical week is estimated to be 94 million, or more than one-third of the national population of ages 12 and older.

“Our research demonstrates that InStore Audio Network reaches an extremely large number of shoppers each day in a captive audio environment. A commercial played once per hour in the InStore Audio Grocery Network and twice per hour in the InStore Audio Drug Store Network reaches in one day more than double the average primetime audience of a commercial on one of the four major broadcast networks,” said Joe Lenski, Executive Vice President of Edison Research. “Our research over the past ten years also shows that both the number of visits per week and the amount of time that shoppers spend in drug and grocery stores has remained steady.”

In addition to physically counting shoppers in both grocery and drug store locations, Edison Research interviewed shoppers about their shopping habits to determine frequency and length of shopping trips. The survey sample represented a cross-section of America, spanning ethnicities and age groups. A cross section of stores in terms of geographic location and store size were included in the survey.

“Edison Research provides independent confirmation that InStore Audio Network reaches a larger audience than most traditional media buys. Furthermore, our program is unique in getting our advertiser’s messages heard right at the point-of-purchase by a captive audience – the holy grail of brand and shopper marketing,” said Gary Seem, President / CEO of InStore Audio Network.

Jeff Shapiro, Chairman of InStore Audio Network commented, “Since our program covers the entire store, we are the best way to reach every shopper in both Grocery and Drug stores. A single shelf sign or display only reaches those consumers who walk past that aisle while InStore Audio Network bathes the store with an audio message that drives shoppers to buy the advertised product.”

To obtain an executive summary of the Edison Research survey, and learn how you can take advantage of InStore Audio Network to target and influence consumers at the point-of-purchase, please contact Gary Seem, President / CEO, InStore Audio Network at 609-454-2815 or Gary.Seem@InStoreAudioNetwork.com.

Survey Methodology
Entrance and exit interviews were conducted by Edison Research at a national sample of Grocery and Drug Stores from Monday, September 12th to Thursday, September 22nd, 2016. A total of 2,355 interviews were conducted at 90 stores between 6AM and 10PM on all seven days of the week.

Edison Research recorded counts of the number of shoppers observed for each store in the sample. The calculation of total audience estimates is based upon the total number of stores in the network in which advertising is played as reported by InStore Audio Network as of December 6, 2016. The total number of stores reported in the InStore Audio Network is 22,516 stores including 11,854 Drug Stores and 10,662 Grocery Stores.

About Edison Research
Since its founding in 1994, Edison Research has conducted over 11,000 research assignments in 38 countries. Edison works with a broad array of commercial clients, governments and NGOs, including AMC Theatres, The Brookings Institute, Disney, The Gates Foundation, Google, the U.S. International Broadcasting Bureau, Oracle, Pandora, The Pew Research Center, Samsung, Siemens, SiriusXM Radio, St Jude Children’s Research Hospital, and Univision Communications. Since 2003, Edison Research has been the sole provider of exit poll information to ABC, CBS, CNN, FOX, NBC and the Associated Press, having conducted exit polls and collected precinct vote returns to project and analyze results for every major presidential primary and general election. Edison Research is also the leading provider of consumer face-to-face research and has conducted studies in almost every imaginable venue. Edison Research has conducted commercial research at locations including sporting events, movie theaters, shopping malls, golf courses, restaurants, parking garages, school buses, truck stops, airports, cruise ships, office buildings, conventions and conferences, subway stations, bus stations, casinos, museums, health clubs, and medical centers.

About InStore Audio Network
InStore Audio Network is the largest in-store audio advertising provider in the United States and delivers commercial audio messages to shoppers in over 22,500 grocery and drug stores. InStore Audio Network provides music programming and equipment, chain specific messaging and third party ad sales. The network includes retailers such as Kroger, Stop & Shop, CVS, Albertsons, Safeway, Winn Dixie, Wegmans, Rite Aid and Food Lion. (Please contact us for a complete retail network summary.) By reaching consumers at the point-of-purchase in a captive media environment with a compelling audio message, the InStore Audio Network is heard by over 35.5 million shoppers a day and delivers proven sales lift for participating advertisers. InStore Audio Network has corporate offices in Princeton, NJ and is headed by Jeff Shapiro, Chairman and Gary Seem, President/CEO.

Consumer Surveys - people walking through lobby

Edison Conducts Study Of Consumer Behavior In Malls

Edison Research conducted a shopper profile study for EYE. This study identified consumer habits and behaviors of those that shop at malls with EyeCorp media as well as measured consumer attitudes and perceptions.

Among the findings included the following:

  • Mobile is an integral part of the purchase process. Mall shoppers actively use their phones to multi-task. Top activities include contacting a friend for an opinion (59%), looking up product information (58%) and comparing prices (56%).
  • Shoppers under age 45 use their phones to get more value from their purchases with mobile coupon usage (66%) ranking as their top activity, followed by price comparisons (64%).
  • Shopping starts with a purpose and leads to browsing. While 81% of shoppers visit the mall with a plan to make a purchase, 73% also browse.

Additional findings included awareness and engagement with mall advertising.

View the results here.

 

“All Research Is Local” — Market Research in Africa

Note: This post was written by Edison’s Senior Vice President Rob Farbman, who recently returned from a research project covering multiple countries in Africa.

Dakar 9Edison’s expansion in Africa includes recent research projects in Mauritania, Mali, Ivory Coast, the Democratic Republic of Congo and Senegal. As our business in Africa grows, we continue to live by the rule that “all research is local.”. Even within the confines of French speaking West Africa, a methodology that works in Nouakchott may not work in Kinshasa. And a question wording that makes sense to a 25 year old in Bamako may mean something different to a person of the same age in Abidjan.

Edison has built its success conducting research in the Middle East and Africa through our strong relationships with the best local research teams. Finding a fieldwork partner that knows the local customs, has access to quality field staff, and that shares Edison’s obsession with data quality is essential. This search starts with a thorough vetting of potential local partners, then continues with in-depth training and supervision by Edison staff.

Dakar 11In West Africa, the challenge of conducting research is exacerbated by the fact that some countries have an extremely limited research infrastructure. To address this, we established three levels of quality control and supervision in each country we do research. We first identified a research firm in Senegal with capabilities to coordinate local research teams in a number of different countries in the region. We then added to the team Mohamed Kamal, the Managing Director of MOI, a respected research firm in Egypt. Having worked with Edison for ten years, Mohamed knew how precise we demand field work and was the perfect “man on the ground” to personally supervise each of our projects. Finally, Edison engaged in thorough training of management staff and supervisors.

Bamako Mali Music Test 3I recently spent time in Dakar, Senegal managing a media research project. This particular study is quite extensive. It can last two hours and the interviews involves some multi-media aspects. We determined that administering the survey in our research office rather than in people’s homes was the ideal methodology. When conducting a similar study in Bamako, Mali, we had encountered a strong reluctance by respondents to come to our office and our sampling and production stalled. In the Mali study, we adjusted our plan and used only in-home interviews. In Dakar, we decided to test out the in-office methodology again. We were happy to not find the same reluctance to come to a central location. However because the lower income groups were harder to sample in areas convenient to the research facility, we decided to go with a hybrid method. By conducting some of the interviews in the field office with street recruits and the remainder in people’s homes, we were able to produce a more representative cross section of respondents.

Dakar 7Also backing the “all research is local” mantra was the confusion we encountered during our pre-testing of the questionnaire. When asking about a certain kind of music we asked how much they liked the music, and also whether or not they were tired of the music. In the United States people can relate to the concept of becoming “tired” of something they actually really like. But in Dakar, we found that at least based on our question wording, the Senegalese didn’t make the same distinction – if you love something, how can you be tired of it? During pre-testing we encountered some other minor issues with respondents understanding questions and they were adjusted as needed and the fielding proceeded successfully.

On top of multi-level quality check, completing a quality research project in Africa takes a lot of trial and error and a willingness to shift course when needed. I’m sure Edison will learn something new wherever the next project takes us!

Digital out-of-home measurement explained

How does Edison Research measure effectiveness of out-of-home signage? Edison Director Johanna Roche explains in an interview with Digital Signage Pulse here.