NEW YORK, NY--A new study for out-of-home digital network Outcast, conducted by Nielsen, shows that viewers of the network’s at-the-pump content have strong engagement and a 75 percent ad recall rate.
The survey of customers who viewed Outcast’s at-the-pump digital signage also showed that more than 90% of people noticed the Outcast screens. Other data:
76% say Outcast is entertaining
72% say that Outcast is a good source of product information
71% say that Outcast makes pumping gas a better experience
87% of Outcast viewers say that they would watch Outcast media again on their next visit
The survey also showed that, as might be expected, viewers of at-the-pump digital signage are on the go: 61% were heading somewhere other than home after leaving the station, and of those that were going somewhere other than home, an average of 1.2 stops were planned.
Outcast (formerly Fuelcast) was the first company to put digital screens at gas pumps in 2005. The screens play NBC content beginning when the consumer lifts the handle. Ad options include location-based targeting, mobile takeaways, and personalized content.
Gas Station TV, a competitor to Outcast, revealed its own custom research last summer. At the time, the Nielsen study showed that 10- and 15-second spots are equal or superior to 30-second spots in terms of brand recall, MediaPost writes.
Gas Station TV began offering “Echo Ads” in March. These five- to 10-second ads run in addition to an advertiser’s initial 15- or 30-second spot.
Digital out-of-home spending, led by cinema advertising, digital in-store networks and digital billboards, is expected to grow 9% in 2009, according to PQ Media. Overall out-of-home is expected to be flat or up just 1% to 2%.