Are Digital Billboards Effective?

Digital Billboard

A recent study conducted by Neilsen illustrates the power and effectiveness of digital billboards in engaging with today’s busy consumers. The study tested six campaigns in five major US markets (Atlanta, Cincinnati, Minneapolis, Phoenix, and Tampa), and found that digital billboards are noticed regularly and generate high recall for ads. The study also gauged consumer attitude toward digital billboards, finding the majority of respondents appreciated the advertising platform.

You can’t argue with numbers! Here are some highlights from the study:


Of all travelers surveyed,

  • 75% noticed a digital billboard in the past month
  • 60% noticed a digital billboard in the past week

Of travelers who noticed a digital billboard in the past month,

  • 82% recalled ads they had seen on digital billboard in the last month
  • 55% noticed the message on the screen every time or most of the time they passed by a digital billboard
  • 37% noticed ads that gave directions to a location
  • 22% have changed their plans to visit the store or event in a digital billboard ad

 Of all travelers surveyed,

  • 72% think digital billboards “are a cool way to advertise”
  • 62% think the medium is a “good way to learn about new businesses in the area”
  • 61% agree digital billboards are “a good way to learn about sales and events.”


Download the Neilsen Digital Billboard Study

More information about digital billboards in the Charleston market is avalabile here.

Commissioned by OAAA, the Neilsen digital billboard study analyzed 1,256 online surveys with US residents age 18 or older who lived in and around five major cities – Atlanta, Cincinnati, Minneapolis, Phoenix, and Tampa. Respondents were screened for having traveled on specified roads containing digital billboards within the past 30 days. Ad recall was tested for 30 OOH advertising campaigns running on select digital billboards in these markets (six brands per market).

Source: Nielsen, OAAA