'Light viewers’ – those who watch less than three hours per day – apparently make up 37.8% of the UK population. MediaTel, on behalf of Outdoor advertising agency Ocean Outdoor, surveyed over 2,000 of them to see how they respond to DOOH content. 

On average, 31% more light viewers said they notice large digital screens when out shopping, compared with the general UK public. That figure rises to 43% in London where there tend to be more large format digital screens. 

Thirteen per cent more light viewers on average said that relevant digital screen content encourages them to visit a website, and 15% more said that relevant advertising encourages them to visit a store. 

“OOH (out of home) has always been a great place to target light TV viewers," said Ocean Group marketing director Richard Malton. "Digital out of home is even better placed as more and more digital content created by brands needs a broadcast distribution channel.

“With its full motion capabilities, DOOH provides this. This study shows how compelling DOOH content, delivered at scale, works to reach light TV viewers, increasing their interactions with brands via smartphones and priming people to make purchase decisions based on what they have seen.”