Research: OOH Consumers Respond Immediately

Research: OOH Consumers Respond Immediately
SHARE
THIS



Contrary to some views in the direct marketing industry, consumers do respond immediately to OOH advertising, a new international research study for the worldwide association of outdoor advertisers, FEPE International, has found.

The research showed that 79 per cent of consumers have taken some action after seeing an OOH ad, with 62 per cent doing so after seeing a digital OOH ad.

It is also clear that OOH advertising can work well in collaboration with online and mobile communications. According to the research, 40 per cent of urban consumers have looked up information online immediately as a result of an OOH ad, with the figure rising to 62 per cent for urban consumers who are most engaged with their smart devices while travelling.

Furthermore 59 per cent are interested in digital OOH advertising specific to a time of day or location, and 65 per cent interested in digital OOH ads that reward interaction, for example through discount vouchers or prizes.

However OOH also plays a role in providing relief from the immersive, pressurised world of digital communications, since even the most “device obsessed” need a break. 53 per cent of urban commuters said they “sometimes feel the need to get away from phone calls, emails and text messages and switch off”.

And 48 per cent said that when they find themselves with ten minutes of ‘downtime’ in the city, they are most likely to just “take in the surroundings”.

The research was carried out by Future Foundation for FEPE International in the northern hemisphere summer 2014. A 20-minute questionnaire was undertaken online with a sample of 1000 consumers aged 18-64 living and working in the largest cities in the UK, Germany, Spain, Turkey, Brazil and South Africa. This is believed to be the biggest international study into OOH advertising so far undertaken.

FEPE International executive director John Ellery says: ”This major research study shows that Out Of Home has both separate and complementary roles to play in this age of digital, on-the-move communications. The simplicity, power and memorability of OOH clearly strikes a chord with most modern consumers.”

Please login with linkedin to comment

JWC Multi-Screen TV Summit

Latest News

News Unveils Delicious.Com.Au Refresh, Plus The Launch Of Delicious.Travel
  • Media

News Unveils Delicious.Com.Au Refresh, Plus The Launch Of Delicious.Travel

News Corp Australia’s premium food and lifestyle media brand delicious. has unveiled its new website delicious.com.au and launched the brand’s travel content destination delicious. Travel at an event at Icebergs Dining Room and Bar in Sydney. News Corp Australia’s director of lifestyle Fiona Nilsson and delicious. editor-in-chief Kerrie McCallum were joined by newly appointed delicious.Travel editor-at-large George Calombaris and […]

Taylors Wines Urges Vino Drinkers To Chill Their Reds Again This Summer
  • Campaigns

Taylors Wines Urges Vino Drinkers To Chill Their Reds Again This Summer

Taylors Wines is again challenging wine conventions in a new campaign that inspires wine drinkers to chill their red wines this summer. It’s widely believed that red wine should be served at room temperature. But among those in the know, popping a red in the fridge for 30 minutes before serving can make all the […]

How To Be An Introvert AND Run A Successful Client-Facing Agency
  • Opinion

How To Be An Introvert AND Run A Successful Client-Facing Agency

Emma Bannister (pictured below) is the CEO of Presentation Studio and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In this guest post, Bannister – a self-confessed introvert – reveals her tips on overcoming her people fear and becoming a success… I have a classic kitchen bench, start-up […]

Opinion

by B&T Magazine

B&T Magazine
Holden Unveils Latest Acadia 4WD In New Campaign Via AJF Partnership
  • Advertising
  • Campaigns

Holden Unveils Latest Acadia 4WD In New Campaign Via AJF Partnership

Holden’s brand rejuvenation from Aussie local to full-import takes another step with the launch of the Holden Acadia advertising campaign: Holden Acadia. Arrive.  The campaign, developed by AJF Partnership, suggests Acadia drivers that they “Don’t just turn up. Arrive.” Holden marketing director Kristian Aquilina said the Holden Acadia – as well as the Equinox also launched this year – […]