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London study shows people notice digital signs more than static ones

CRN: Outdoor advertising agency Kinetic and True Colours Distribution have completed a study assessing the effects of digital signage on real commuters passing through London Bridge station. Campbell said the study showed that people paid more attention to moving, digitized signs than they realized, especially at off-peak times of day. In rush hour, more people appeared to suffer from tunnel vision and notice less. The trial used True Colours Distribution’s TruMedia audience measurement equipment. Nick Mawditt, global marketing director at Kinetic, said 155,000 people passed the ad during the 11-day trial. Kinetic worked with True Colours and Titan, which lent the advertising panels.
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