FOR IMMEDIATE RELEASE
March 3, 2008

OAAA Applauds Arbitron Digital Billboard Study

Washington, DC - The recent Arbitron Digital Billboard Report is a clear indication of the viability and acceptability of this technologically advanced medium, according to the Outdoor Advertising Association of America (OAAA). The study, which looked at a digital billboard network in Cleveland , clearly shows consumers find digital billboards useful and aesthetically pleasing.

“This study gives us the scientific evidence that consumers appreciate digital billboard technology not just for the obvious commercial applications but also for the ways they help their communities,” said OAAA President and CEO Nancy Fletcher.

The report indicates the vast majority of people believe digital billboards help the community with emergency information. More than half found them attractive and nine out of ten noticed the advertising on digital billboards.

“Clearly, this study shows digital billboards are an extremely effective medium for reaching the consumer,” said OAAA Chief Marketing Officer Stephen Freitas. “If you advertise on a digital billboard, you’re going to get noticed.”

People in the key demographics digital billboard advertisers are trying to reach, 18-34 and 25-54, were particularly positively inclined towards digital billboards, according to the report. Almost 80% of 18-34 year olds think digital billboards are a cool way to advertise. The vast majority of those who notice digital billboards are in the 25-54 demographic.

The study was conducted on the same digital billboard network studied by Tantala and Associates in 2007. The Tantala study looked at the traffic safety implications of digital billboards and found there to be no correlation between traffic accidents and digital billboards.

OAAA is the trade association representing the outdoor advertising industry. It is dedicated to leading and uniting a responsible outdoor advertising industry that is committed to serving the needs of consumers, advertisers, and the public. The nearly 1,000 OAAA member companies generate more than $7.2 billion annually in ad revenues, representing more than 90% of industry income, and donate space to charitable organizations in excess of $390 million each year.

Outdoor Advertising Association of America (OAAA)
Washington, DC
Phone: (202) 833-5566
E-Mail: jgolimowski@oaaa.org
Website URL: www.oaaa.org