Monday, 10 October 2011 09:20
Nielsen will begin measuring DOOH media audiences in Spain. As announced, its reports will not only focus on quantitative data extracted with the cameras that have the screens incorporated, but will also provide qualitative data of the profile and interests of the public collected through surveys.
Nielsen already has industry experience. For two years it has been measuring the audiences of Digital Signage in the United States. Now, taking into account the forecasts that predict an increase in advertising investment in digital media out of home in our country, it brings its solution to the Spanish market.
The fourth screen, as Digital Signage is known, has positioned itself as one of the most effective advertising media. As Nielsen reports, these media increase brand recall by 12% and purchase intention by 10%, thanks to being present in the places where people usually consume and buy: stations, airports, shopping centers, large squares with a lot of movement ...
Although Spain is still far from the United States, OOH digital media is increasingly penetrating. Advertisers and media centers are increasingly aware of the possibilities of Digital Signagem that allows to reach mass audiences, but very specific, with a very defined target and with a message that can be controlled at all times, as Henk can Riesen, general director of the online division of Nielsen in Spain, has said.
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