With the way the market has been over the past few months, these are exciting times in the world of alternative media. The focus that is being placed on improving online media planning and buying — allowing media buyers to better navigate the ever-churning waters of out-of-home and alternative media — is leading us to some very exciting discoveries. Many large, independent media measurement companies are coming up with exciting findings to report.

Just like any newcomer to an industry that?s been making its mark for the last hundred years, out of home & alternative media always raises the same question among skeptics: just how effective are these new forms of media? A large study conducted by one of the largest media measurement companies worldwide can bring some insight to that question.

The insights and implications from this study are compelling and important, and should continue to enforce what many alternative advertisers have been saying for some time: alternative and out of home media are the best means by which to reach your core target consumers at point-of-impact, when they?re ready to receive a branded message. In short, alternative and out of home media can deliver the right assets, to the right consumers, at the right time, to ensure an effective message, an efficient spend, and a positive ROI for your business.

The study provided quite a few important insights and statistics on some particular areas of alternative media. However, rather than simply stressing the effectiveness of alternative media, the study includes insight into the consumer response to it, which is one of acceptance. The two most compelling takeaways from the study are as follows.

First, out of home advertising, regardless of the form, venue or category, has proven to be an effective way to reach busy consumers: cost-effective, effective at creating brand awareness and just plain effective overall. This is largely due to the decline in effectiveness of traditional media, but can also be attributed to alternative media?s ability to constantly appear “fresh” and original.

Second, the usage of digital out of home media is an acceptable communications vehicle. The study concludes that consumers seem to particularly welcome video news and entertainment programming in areas where they need to wait, such as store checkout lines, mall food courts or while riding mass transportation. In other words, out of home advertising not only captures but also holds a captive audience?s attention by providing a form of entertainment to consumers who have nothing else to do while they wait. It?s a welcome distraction from the boredom that accompanies long lines and public transportation.

The two findings above reinforce what many alternative media advocates have always believed to be true: due to its ability to appear anywhere people work, live and play, out of home and alternative media can reach nearly all target consumers — from the busy mom running errands to the young professionals out for a night on the town. This is especially true with the relatively recent introduction of digital video screens in various public venues.

The study provides other strong and favorable findings:

>   67% of American adults have seen a digital video screen in a public venue in the past month

>   The OOH video audience is a wide cross section of the American consuming public

>   More than 50% of American adults have seen a video display in a retail environment over the past month

>   Nearly 20% of adults have seen a digital video screen in a restaurant or bar

>   Office buildings, airports and health clubs deliver a particularly high concentration of upper-income consumers

These are but a few highlights of the study. There is much more to learn and discern from the results. One thing is clear, though: digital out of home and other means of alternative media are here to stay and will continue making an impact on both brands and their consumers.