Jan. 27, 2010
According to a new consumer survey by the Nielsen research firm on "Awareness and Effectiveness of Digital Display Screens Installed In Grocery Stores," digital out-of-home media (DOOH) increases sales at the point of sale (POS). Four out of five product brands experienced significant increases of up to 33 percent in additional sales through the use of DOOH media.
At the same time, display screen advertising at the POS considerably increased brand awareness: While previous studies on the effectiveness of POS advertising media showed only a slight increase in brand awareness (unprompted), the in-store TV tested here yielded a remarkable increase in awareness and recall rates of up to 14 percent (unprompted) and 31 percent (prompted).
Conscious awareness of digital display screens is generally high, according to the Nielsen study. Roughly three quarters of those surveyed (74 percent) noticed the monitors at the POS. The awareness rate for DOOH media is thus 23 percent higher than the average benchmark of other POS media analyses. In-store TV also gets good marks when it comes to acceptance: Display screen advertising and infotainment while shopping were well received by 62 percent of consumers.
"The Nielsen study makes one thing particularly clear: DOOH media have a direct effect on brand awareness and consumer buying patterns, directly boosting sales as a result, says Dirk HÃ¼lsermann, president of OVAB Europe, the association that represents the interests of the digital out-of-home industry on the continent. "These results are a clear call to retailers to increase their use of DOOH formats in the future. The results are important for us because they promote acceptance of our industry."
The Nielsen study refers to the DOOH format "EDEKA TV," which was installed by OVAB Europe member Neo Advertising and another company in nearly 220 EDEKA stores across Germany. For several weeks, DOOH media showed special TV commercials for brand products in the grocery and hygiene categories. Their effect on brand awareness and sales in the respective stores was then measured. To do this, Nielsen surveyed over 1,400 consumers in twelve stores across Germany.