• Mediaweek, Wednesday, August 5, 2009 9:51 PM

Digital out-of-home video seems to be popping up in any public space that has room for a screen. About 67% of persons 18 or older have seen a digital video display in the past month at one of 17 types of public venues, per a new Arbitron study. Of that that total, 76% recalled seeing digital video at multiple venues.

Digital video displays in retail locations alone reach more than half of all American adults. Digital video at gas stations and movie theaters reach over one-in-five adults per month. Nearly 20% have also seen a digital screen in a restaurant or bar.

While DOOH reaches just about every demographic group, the emerging medium reaches a higher concentration of young adults, particularly at stadiums, bars, elevators, public transit, health clubs, shopping malls, restaurants and movie theaters. Venues with digital video that reach upper-income consumers are elevators, airports and health clubs. The study was conducted between Jan. 16, 2009 and Feb. 15, 2009.

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