Outdoor media specialist, APN Outdoor, has launched its national research road show.

The outdoor media provider started its flagship Attention Economy study in Brisbane last week. The research piece uncovers how audiences in nine major metropolitan markets move, think, feel and respond to outdoor advertising.

APN Outdoor partnered with communications research consultancy Millward Brown to commission the Attention Economy, which boasts a sample size of more than 6,600. The audience centric study looks at peoples mindset when they are both in and out of the home, their interaction with and receptivity to all advertising platforms, while demonstrating the complimentary opportunity that outdoor offers other mediums such as TV and online.

With people spending an average of 17 hours and 19 minutes travelling outside each week (excluding workplace and study), the study confirms that outdoor holds a huge opportunity to influence consumers and that it is a true broadcast medium, up there with TV and online for ad recall.

Results of the Attention Economy study will be presented through a series of events around Australia and New Zealand and will include an in-depth presentation of key findings from Mark Fairhurst, General Manager – Sales, APN Outdoor; Jordana Sherlock – Insights Manager, APN Outdoor and Alasdair Allen, Media Consultant, Millward Brown.

Janine Wood, General Manger – Marketing, APN Outdoor commented, “We are truly excited to be bringing the results of our Attention Economy study to market for the first time. Our key findings surrounding audience, interaction, attention and the role of outdoor in conjunction with other media are very compelling, and we trust our clients and partners will find them invaluable when planning outdoor.

“Our road show events are only the beginning for the Attention Economy and the study is set to be an ongoing component of our research and insights department. From 2015, we will also be inviting active participation from our clients and partners with live panels, opportunities to align for pitches, proactive proposals and other client-focused partnerships.”