Outdoor media company APN Outdoor is set to undertake the a research study that will attempt to uncover how audiences in nine major metropolitan Trans-Tasman markets move, think, feel and respond to Outdoor advertising.
Entitled the Attention Economy Study and with a sample size of 6600 APN Outdoor has partnered with Millward Brown to carry out the study across both Australia and New Zealand.
“In order to arm our clients with as much consumer behaviour information as possible, we’ve chosen to deliver an audience centric research piece,” Mark Fairhurst, general manager of sales at APN Outdoor, said.
This study is heavily focused on audience interaction, not just with Outdoor but with all media. During setup, Millward Brown invited input from industry contacts in market, as well as the APN Outdoor Australia and New Zealand teams, to ensure the findings would be highly relevant to the market’s needs.
“Understanding that the market is hungry for hard data to validate each dollar of their media spend, we are confident that insights which come from our Attention Economy Study will provide a solid case for Outdoor. We have high expectations of our findings and trust they will make a compelling story for Outdoor audiences – we look forward to sharing them with the market in coming months.”
Mark Henning, head of media and digital at Millward Brown added: “APN Outdoor is investing in the advancement of the Outdoor advertising industry with this research initiative. It is great to be partnering with a company prepared to take an industry leadership role to enhance advertisers’ understanding of the role of Outdoor within both the broader media mix as well as consumers’ daily lives.”