NEW RESEARCH REPORT FROM VIDEOELEPHANT SHOWS STRIKING IMPACT OF VIDEO CONTENT IN PUBLIC PLACES
A whopping 89% of individuals surveyed say they have noticed video content being played in a variety of out of home locations, notably restaurants (48%), gas stations (43%), airports (42%), medical facilities (38%), bars (36%), gyms (32%), shopping malls (30%), checkout (14%), elevators (12%), taxis (11%) and bus stops (11%).
Forty-five percent of those surveyed agree that “video in public spaces always grabs my attention” with as many as 71% saying they watch videos being played in restaurants and bars. Not surprisingly, 64% of those surveyed say time goes by faster when there’s something on the screen to watch, and 57% say that video screens in public spaces are a nice distraction to keep them entertained.
By combining ads and content, screen operators can attract double the eyeballs and keep them engaged longer. Sixty-four percent of the respondents say they’re more likely to watch OOH videos that mix ads with content than ads alone.
Says VideoElephant Chief Commercial Officer Brian Cullinane, “Relevant video content has been shown to enhance the effectiveness of advertising, especially in out of home venues, where distractions are everywhere and relevant news, information and entertainment content serves to keep people engaged.”
To that point, those surveyed agreed that relevance is important: 62% reported that they’re much more likely to watch video that’s relevant to their viewing location AND almost half agreed that relevant video improves their overall experience at that location.
About VideoElephant
VideoElephant provides businesses and brands worldwide with the content, expertise and technology needed to drive success across streaming platforms, online media and digital screens via single VOD assets, feeds, playlists and FAST channels. Building on its legacy as the world’s largest library of premium, brand-safe, rights-cleared video, the company offers sourcing, licensing, curation, monetization and distribution solutions as well as access to billions of impressions and millions of viewers around the world. Leveraging VideoElephant, producers, publishers and advertisers can scale their video strategy while growing audiences and revenue. The company was founded in 2012 and has offices in Dublin, New York and Los Angeles. For more information, visit https://videoelephant.com/
About Hub Entertainment Research
Since 2013, Hub Entertainment Research has measured and tracked how technology changes the ways consumers discover, choose and consume entertainment content. We work with the largest networks, pay TV operators, streaming providers, and studios. For more information, visit our website and subscribe to our newsletter at hubintel.substack.com.
About the study
This survey of 1,602 individuals was conducted between Sept 27 and Oct 7, 2024 by Hub Entertainment Research. Respondents were men and women, evenly distributed in age and geography.
