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Main findings of a recent study conducted in Parisian train stations on consumers' attitudes towards adverts on digital posters in this environment. The study's results were originally published on emarketing.fr.
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Advertising in train stationsStudy shows commuters love it
Digital Signage in Train Stations
Location: France, Parisian train stations
Time scale: 2011- 2012
Methodology: 1,000 regular commuters surveyed or interviewed
Aim of the study- to reveal the commuters’ perception on advertising and digital signage in this environment
Organisers: MediaTransports Pôles Gares, Iligo and CSA. www.digitalsignage.net
Digital Signage in Train Stations
What do people really think about it?
•Digital posters are ‘something high tech’ (86%)
•Screens animate train stations (77%);
•They make stations more entertaining (73%)
•Digital signage brightens stations up (62%)
www.digitalsignage.net
Digital Signage in Train Stations
Advertising in train stations- does it really work?
The respondents said…
The video ads on the screens are entertaining (83%)
lively and dynamic (79%)
eye-catching (91%)
www.digitalsignage.net
Photo source: emarketing.fr
Digital Signage in Train Stations
Brand sentiment
Brands featured on digital signage displays are well- regarded (83%)
www.digitalsignage.net
Photo source: emarketing.fr
Digital Signage in Train Stations
Viewership- Do commuters see the ads?
Advertising displayed on digital screens attracts:
-4.5 times as many views than the surrounding environment;-2.5 as many views than static posters.
www.digitalsignage.netPhoto source: emarketing.fr
Digital Signage in Train Stations
The ROI
The consequences of seeing adverts on digital displays in train stations:
-enhanced levels of recall (30%);
-desire to find out more about the advertised offer (50%);
-willingness to purchase/ subscribe (38%).
www.digitalsignage.net
Presentation provided by
digital signage software specialists
More information and resources on www.digitalsignage.net
www.digitalsignage.net/blog