Recent research shows the impact of public video on awareness and consideration within a comprehensive modeling across diverse campaigns in which public video has been used:
Efficient budget use:
-Relative to advertising spend, public video achieves the best normalized advertising impact in terms of ad awareness and consideration compared to TV and online advertising*.
-The cost of an additional % point in awareness is 2.7 times higher for TV advertising than for public video, and a corresponding increase in consideration is even 7.3 times more expensive
-DOOH shows the strongest medium-term effects on awareness and consideration after more than four weeks.
-Although online advertising is very efficient in achieving high KPI values for awareness and consideration, it has a shorter-term effect than DOOH!
That’s how loud soundless advertising is
-Advertising on PV Station Screens and Infoscreens as well as soundless social media spots achieve the highest unaided (Infoscreen with 64% vs. TV with 41%) and aided advertising recall (Infoscreen with 73% vs. TV with 66%).
Spot liking, ad perception and brand image: DOOH does not interfere!
-Spots liked on DOOH screens: Station (56%) and Infoscreen (54%) perform significantly better than TV (49%) and social media (44%)
-Positive perception: respondents find advertising on PV screens more eye-catching, more credible, more convincing, of higher quality and more entertaining than TV spots and advertising on social media
-Better for image: DOOH makes brands more likeable, interesting and modern
Message comprehension and activation:
-DOOH results in slightly lower message comprehension than TV spots with sound, but proves significantly higher activation performance at up to 37% (TV: 24%)
*Ad Awareness: Ad has been seen; Consideration/Relevance: Brand will be considered for next purchase in this product category
Source: Ströer PV Impact Study 2022/2023: Awareness and Consideration Modeling, GroupM, [m]SCIENCE, February 2023.