Consumers Sans Smartphones Don’t Notice Outdoor Ads As Much

Consumers Sans Smartphones Don’t Notice Outdoor Ads As Much
SHARE
THIS



Around four in five of Australia’s 12.5 million smartphone owners aged notice some form of outdoor advertising in an average week, research from Roy Morgan shows.

In the six months to June 2014, well over half of smartphone owners had seen or heard advertising in a shopping centre or mall (59%) or noticed big billboards (54%) in the last seven days, and around four in 10 noticed posters or small billboards (41%). Around three in 10 noticed ads at train or bus stations (29%) or on the sides of busses or trams (28%), and one in four saw them on motorways/freeways (25%).

Other commonly noticed outdoor ads among smartphone owners are those on taxis (24%), bus or tram shelters (23%) or free-standing poster panels (23%).

However those without a smartphone are less likely to notice all types of outdoor ads: 72% of people with a non-smart mobile phone and only 53% of people with no mobile phone at all, notice outdoor ads during the week.

Percentage of people noticing outdoor advertising types by mobile phone ownership

Source: Roy Morgan Single Source (Australia), January 2014 – June 2014. Smartphone Owners n= 4512, Non-Smartphone Mobile Owners n = 2846, Non-Mobile Owners n=788.

Advertising in elevators and foyers, public toilets, gyms, sports stadia, airport terminals, as well as in-store radio, are each also much more likely to be noticed by smartphone owners than non-owners.

Michele Levine, CEO, Roy Morgan Research, says: “It turns out smartphone owners aren’t just walking around with their heads down, peering at screens. Smartphone owners notice more outdoor advertising than others, suggesting that the integration of outdoor and digital in marketing campaigns could indeed provide a promising advantage for marketers. New ‘geo-tagging’ or location-specific targeted campaigns are examples of these.

“Outdoor advertising revenue continues to grow, and more out-of-home media companies are thinking outside the box, with new innovations such as digital billboards that change with the weather, and more interactive screens.”

Latest News

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]