Digital OOH Ads More Catchy, Less Annoying than TV, Web, Print

More than two-thirds of US consumers say digital out-of-home (OOH) advertising catches their attention, and the majority say it is less annoying than ads onTV, radio, the internet, and in magazines, according to data from a report by EPM Communications.

Moreover, more than one-third (36%) of consumers say they take action as a result of digital OOH ads, EPM said, citing data from SeeSaw Networks/OTX. Among those age 18-24, that number rises to 51%.

The report, "Digital Out-of-Home Media," which draws on industry data from SeeSaw, the Cinema Advertising Council and Arbitron, also states that digital OOH advertising - which is a $1 billion business and growing -  places second (48%), after television (56%), in terms of the percentage of people who find it "entertaining," and only 26% of consumers say digital signage advertising is annoying, when compared with ads on the internet (67%), radio (52%) and TV (51%).

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