Digital signage increases ad recall, purchase intent, study says

Full-motion video advertising significantly increased ad recall and purchase intent in a study by Arbitron, a media and marketing research firm. In the study, mall patrons were 1.56 times more likely to recall advertising for a specific specialty retail store chain after viewing the displays and, subsequently, 40 percent more likely to purchase from that chain. "Based on the study's findings, we believe that digital media technology is a valuable new addition to out-of-home advertising, especially in malls where audiences are actively consuming and responsive to targeted advertising messages."