Marketing Guru Seth Godin once said: “marketing is a contest for people’s attention.”
Last night at the Sydney Opera House, APN Outdoor presented their recent findings in a study called ‘The Attention Economy’. The study has found ad recall outdoor was among the highest performers of all mediums, with 72% of respondents recalling outdoor ads, compared with 77% for TV and 64% for online.
Mark Fairhurst GM of sales for APN Outdoor explained that outdoor is one of the most efficient mediums available. He added that ‘Outsiders’ feel positive, engaged and impulsive toward outdoor advertising.
” It’s this positive feeling which converts to higher attention levels for outdoor and also the lowest levels of ad avoidance for all mediums,” says Fairhurst.
When surveying the 6,600 participants from metropolitan capitals around the country, APN Outdoor in partnership with research consultancy, Millward Brown found some oddities in the study: “People in Perth don’t watch much TV. I don’t know what else they’re doing over there,” quipped Fairhurst.
And for the most popular outdoor ad campaign? “BOOBS by BONDS was the campaign with the highest recall,” added Fairhurst.
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