How do audiences respond to Outdoor advertising?

How do audiences respond to Outdoor advertising?

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.”




Please login with linkedin to comment

Latest News

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]