In a separate study Posterselect investigated the perception of advertising depending on where it is installed. It was revealed, for example, that in airports classic advertising surfaces received the most attention (70%) but that large-format posters (61%) and digital advertising (60%) were not far behind. However, taking into account the difference in size between a single digital signage screen and a billboard reveals the true potential of digital advertising.
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Digital signage works because human beings still rely on their basic instincts in certain situations and react accordingly. If the eye registers a movement, then one wants know what the cause was. That is, at least, the basic idea. Hence, moving images are well suited for attracting the (reflexive) attention of the beholder. Having won their attention, it is possible to appeal to the beholder (and potential customer) through appealing design and targeted positioning of the content. Combined with flexibly controlled content tailored to suit the target group, this makes digital signage a powerful advertising medium.