Investigating the Level of 'Opportunity to See' : A Case of Advertisements on the Roadside Light Emitting Diode Video Screens

The current study investigates the level of “opportunity to see” with reference to the advertised products/service/ideas on the LED video screens in Kigali city. A total of 157 respondents were conveniently selected and interviewed just after passing by the video screens. Results demonstrate that some products/services were seen more than others and some products/services were seen in more than one video screens. It was also revealed that the there is no relationship between the time of the day, the frequency of passing by the video screen, means of transport used by the respondents and the “opportunity to see” the advertised product/service/idea seen on the video screen. However, the results indicate that there is a significant relationship between the location of the video screens, prior knowledge and the respondent having used or still using the product/service and “opportunity to see” the advertised product/service/idea. Results also suggest that LED video screen advertising can be useful for achieving the desired integrated marketing communication. The paper discusses implications, limitations and directions for future research