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Gas Station TV: Shorter digital-signage ads mean better recall

MediaWeek: According to a new Gas Station TV study, advertisers should switch from 30-second to 15-second ad spots on gas-pump screens. Conducted by Nielsen for GSTV, the study’s results show ad recall for 15-second ads, and even 10-second spots, are recalled more often than longer ads. A 15-second ad for Werther’s candy was 7 percent more effective than its 30-second counterpart, according to the study, meaning return on investment for the 15-second ad was 108 percent greater.
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