• by Erik Sass , August 1, 2011

If you feel like digital out-of-home video is suddenly everywhere you go, you're not alone: DO reaches 61% of U.S. adults every month, according to the latest data from the Fall 2010 "Survey of the American Consumer" performed by GfK MRI.

Some 138.5 million U.S. adults recalled having seen digital place-based out-of-home advertising in the last month, with grocery stores the most common venue: 31.8% of U.S. adults said they saw DO here.

Next in terms of visibility were DO displays in quick-service or casual dining restaurants, where 17.2% of adults recalled seeing them; warehouse and clubs stores, with 16.9%; shopping malls, also with 16.9%; pharmacies, with 15.1%; coffee shops, cafes or delis with 14%; medical offices, with 12.1%; sports and entertainment areas, with 10.2%; and office building lobbies, with 10%.

The rest of the venues all garnered less than 10% of U.S. adults, including airports (9.3%), bars and pubs (8.7%), gyms and health clubs (7.8%), casinos (6.9%), office building elevators (6.5%), and taxis (4.4%).

What's more, DO seems to be effective in getting the consumer's attention.

Almost two-thirds of U.S. adults who recalled seeing DO ads in the last month -- 64.1% (40% of the total) -- said they were interested in the ads. Interest was spread fairly evenly across the different venue categories, with 40%-55% of consumers expressing interest in ads shown by DO displays in 13 of the 15 venue categories.

The DO data comes from a GfK MRI Omnibus Recontact Study -- a mail survey of approximately 6,500 consumers who previously participated in the Survey of the American Consumer, completed in April 2011 and sponsored by the Digital Place-Based Advertising Association.

A separate survey from eMarketer and the DPAA found that the proportion of media planners who said they include digital out-of-home video in their marketing plans jumped from 65.3% in 2010 to 75.5% this year. It is on course to reach 86.3% in 2012.

In addition, PQ Media projects that spending on DO advertising in the U.S. will increase 16.7% from $2.07 billion in 2010 to $2.42 billion this year.