What the Research Says About Digital Signage and Customer Attention
In today’s world, there are so many media forms vying for consumer attention that it can be difficult to stand out. But studies show that digital signage continues to hold consumer attention.
In fact, according to Morning Consult’s “OOH Advertising Study” sponsored by The Foundation for Outdoor Advertising Research and Education, nine-in-10 adults (88%) had noticed at least one form of any out-of-home (OOH) ads in the past 30 days, and four-in-five (78%) had noticed at least one format of OOH ads in the previous seven days.
When you break those numbers down by signage type, two of the top five signage types viewed by adults are digital signage:
- Video screens at places of business (54%)
- Digital billboards (50%)
And street-level digital advertising (41%) falls into the top 10.
What’s even more eye-opening is that consumers have done more than notice digital signage—they have acted based on the ads they see. According to the OOH Advertising Study, 78% of adults have done at least one engagement activity within 60 days after seeing an OOH ad. The top-cited action? Using an online search tool to look up information about the advertiser.
Given the statistics cited above, there is no doubt that digital signage is a great way to get your business noticed.
World Cup
One of the biggest things capturing consumer attention right now is the FIFA World Cup, which runs through July 19. As a result, there is a ton of advertising tied into this sporting event, which occurs once every four years. And OOH is one of the most popular forms of advertising.
According to the Out of Home Advertising Association of America’s (OAAA) 2025 Annual Report, 90% of adults engaged with a major sporting event OOH ad after seeing it. Here are more sports-related statistics:
- 77% of adults rate OOH ads for major sporting events as more or equally memorable as other ad types.
- 99% of adults who attended a sporting event after seeing an OOH ad, spent money locally.
The report also found that the demographics most interested in OOH ads related to the events (70%) are men, Gen Z, Millennials, urban markets of 1M+, and World Cup host markets.
Additonally, according to Nielsen, Hispanic audiences will be the most engaged World Cup viewer segment, with 81% of first- and second-generation Hispanic fans planning to engage via mobile and social during the tournament.
These demographics are more likely to engage with OOH ads in general. According to the Morning Consult study, men (35%), adults 18-34 (37%), and Hispanic (35%) adults are more likely to notice OOH ads within the past 60 days that gave them directions to a specific store, business, or restaurant location.
Of those that noticed an ad of this type, many took action. Men (46%), adults 18-34 (46%), and Hispanics (60%) visited the business within 30 minutes of seeing the ad.
Among adults who report having immediately visited a business after seeing an OOH ad, 78% made a purchase the last time they did this, proving these ads can lead to actual sales and purchasing actions.
Optec’s digital displays were a crucial part of the free World Cup watch parties at Halperin Park.
In need of a new digital display? Contact Optec Displays today for a quote at 800-876-1668.