Digital Out-of-Home is the key to 'making brands famous'

Exterion Media London Underground Digital Advertising Selfridges

A new study has revealed that two thirds of CEOs believe using Digital Out-of-Home (DOOH) is the best method to make their brand famous, second only to TV. The survey, conducted by Censuswide, asked 100 CEOs and CMOs to think of brand building in London. It revealed that for these industry leaders, the "must have media" for making a brand famous are television (74%), and digital out of home (66%).

When asked what they felt were the greatest benefits of DOOH, two-thirds said it was the ability to target different audiences at different times of the day. Moreover, 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.

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.”