Life Pattern Percentage who report Rank against other media
that it catches their surveyed*
attention
------------------------- --------------------- ------------------------
Affluents 60% #1 (Tie with billboards)
------------------------- --------------------- ------------------------
Alpha moms 68% #1 (Tie with billboards)
------------------------- --------------------- ------------------------
#1 (Tie with billboards,
Avid moviegoers 69% magazines, TV)
------------------------- --------------------- ------------------------
#1 (Tie with billboards,
Business professionals 67% magazines)
------------------------- --------------------- ------------------------
#1 (Tie with billboards,
College students 65% magazines, TV)
------------------------- --------------------- ------------------------
#1 (Tie with billboards,
Families on-the-go 62% magazine, TV)
------------------------- --------------------- ------------------------
Hispanic families 63% #1
------------------------- --------------------- ------------------------
#1 (Tie with billboards,
Mobile millennials 63% magazines, TV)
------------------------- --------------------- ------------------------
Nightlifers 65% #1
------------------------- --------------------- ------------------------
Older affluents 61% #1 (Tie with billboards)
------------------------- --------------------- ------------------------
#2 (Tie with magazines,
Teens 54% TV, Internet, radio)
------------------------- --------------------- ------------------------
#1 (Tie with billboards,
Young urban professionals 65% magazines, TV)
------------------------- --------------------- ------------------------
Base: Among those that have seen ads in the media in the past 12 months
* Rank is determined by statistical significance
Across each of the Life Pattern segments surveyed, digital signage
advertising was reported to be more entertaining that nearly all other
media. For example, 59 percent of Hispanic families, 56 percent of mobile
millennials, 51 percent of alpha moms, and 44 percent of affluents said
that digital signage advertising was entertaining. In addition to reporting
positively about the entertainment value of the medium, respondents
reported high interest in the content delivered on the digital signs
including local community and event information, news, and sports
information. Additionally, each of the Life Pattern segments reported that
they found advertising on digital signage to be more unique than other
media and also relevant at levels comparable to more targeted media such as
print.
"Identifying and analyzing people's Life Patterns provides tremendous
insights into where best to communicate with an advertisers target
consumer," said Peter Bowen, chief executive officer of SeeSaw. "These
insights can then be effectively used to catch people's attention with
media that people find unique, entertaining, interesting and relevant."
The research also examines the likelihood that a particular Life Pattern
will send a text-message response to offers seen on digital signage. Fifty
percent of all adults, versus 73 percent of all college students, report
that they use text messaging on a regular basis. Overall, 53 percent of
adults who use text messaging responded that they are likely to "text a
response" to an offer seen on digital signage. With Life Pattern Marketing,
advertisers place brand messages with relevant content in the most
desirable places, aligning their brands with difficult-to-reach, highly
mobile people.
To receive a copy of the full report, visit the SeeSaw Web site at:
http://www.seesawnetworks.com/research.
About SeeSaw Networks
SeeSaw is the most extensive network of digital out-of-home media having
aggregated 36 digital signage networks across 25 different categories of
locations into a comprehensive national network with 22,000 venues
nationally and growing. SeeSaw reaches over 100 million people in weekly
foot traffic and delivers an ad-aware audience of over 35 million weekly
gross impressions -- more than most primetime TV spots and at a fraction of
the cost. SeeSaw operates SeeSawAds.com, a media service that enables
agencies to easily plan, buy and measure digital signage. On SeeSawAds.com
agencies customize campaigns across different venues, markets and
demographics with unprecedented precision. With SeeSaw, advertisers can
intercept people in their life patterns during their work, play and social
routines.
For more information on SeeSaw Networks, please visit
www.seesawnetworks.com.
About OTX (Online Testing eXchange)
OTX (Online Testing eXchange) is a global consumer research and consulting
firm that has established itself as a leading provider of online-based
research. The company specializes in providing innovative, cutting-edge
online technology, products and analysis to the marketing, entertainment
and advertising communities. OTX has developed the most innovative products
available for online research today -- products that work to uncover deeper
and more profound consumer insight. Today the company is one of the fastest
growing research companies in the United States and has offices in Los
Angeles, New York, Cincinnati, Miami, Chicago and London, with strategic
partners in Japan, Australia, Russia and China.
SeeSaw Releases New Life Pattern Marketing Research Findings
Research From OTX Confirms Importance of Digital Signage to the Media Mix
| Source: SeeSaw
SAN FRANCISCO, CA--(Marketwire - June 13, 2008) - SeeSaw Networks, a media company offering
the most extensive network of digital out-of-home media, today released the
complete Digital Out-of-Home Media Awareness and Attitude Study, which
includes new findings for difficult-to-reach people. The research includes
new information on 12 Life Patterns of various groups of people and the
types of content they look for in different locations. SeeSaw identified
these Life Patterns to help advertisers intercept people during their daily
routines. The research reveals important shifts in the way people consume
advertising and underscores the importance of digital out-of-home media as
part of the media mix based on consumer's attitudes toward advertising
across different media.
The study was conducted by OTX, a global consumer research and consulting
firm, and shows that a relatively high percentage of all adults are aware
of advertising on digital signs (62 percent), but is even more effective
with targeted Life Patterns. For example, more college students notice this
new digital media (75 percent). Similarly, 59 percent of Hispanic families
versus 48 percent of general adults find advertising on the medium
entertaining. Fifty-nine percent of young urban professionals indicate that
they pay attention to advertising on digital signage versus 41 percent for
the Internet.
For each of the Life Patterns surveyed, digital signage advertising was at
the top or near the top-ranked medium to catch people's attention when
compared with other media such as television, newspapers, magazines, the
Internet, billboards and radio.