Digital Out of Home is CEO's Number 1 Choice After TV

With the rise of digital and ever-changing ways in which people consume media, now, more than ever, CEOs are tuned into the opportunities for getting their brands noticed.

In a recent survey conducted by Censuswide, 66 per cent of CEOs believe that premium digital out of home (DOOH) is the most effective medium for making their brand famous.  In addition, 60 per cent of the CEOs questioned said that there are specific DOOH sites around London they view as ‘must have’ when it comes to their brand or company’s media plan.

DOOH came second only to TV, with 74 per cent of CEOs sticking with TV as their preferred method of advertising.

Standard billboards and newspapers follow TV and DOOH, as CEOs ‘go to’ media channel for building their brand.  The findings show that the advertising channels, previously considered the most important, are being overtaken due to the immediacy of more technologically advanced forms.  When asked what they perceived to be the greatest benefits of DOOH, two-thirds of CEOs said it was the ability to target different audiences at different times of the day.

Jonathan Lewis, managing director at Outdoor Plus said: “The results of the Censuswide survey show that CEOs resolutely believe premium digital screens deliver for their company or brand.  What is particularly heartening for us is that CEOs understand the value of specific premium sites as much as they value the channel overall.”

Steve Parker, CEO, Starcom MediaVest, said: It’s great to see a piece of research which validates what we intuitively know and that reflects the growth in spend, technology and understanding of a platform. I believe brand leaders whether CEOs or CMO's recognise the opportunity that premium digital OOH presents them in building brand fame, increasing consumer engagement and delivering timely content experiences. They also recognise that there is a real ambition from the OOH industry to invest more in technology and measurement and to naturally innovate more, which reassures further.”

CEOs were asked about their preferred location to advertise their company on a premium digital screen in London. Fifty two per cent chose Euston Road Underpass, followed by Vauxhall Cross, the IMAX, Waterloo and Cromwell Road.

Nearly half the CEOs questioned said that DOOH is a good way to build and grow brands and is a powerful way to reach a big audience.