APN Outdoor’s new study, ‘the Attention Economy‘, found people spend more than 17 hours outdoors (excluding work and study) per week, versus 27 hours watching television and close to 20 hours online.
However, in terms of 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.
Along with proving that outdoor is one of the most efficient mediums available, the Attention Economy study also revealed that people feel very positive about outdoor advertising. In fact, outdoor advertising ranks as one of the top mediums that people have a positive attitude towards. This positive feeling converts to higher attention levels for Outdoor and the lowest levels of ad avoidance for all mediums.
Janine Wood, general manger – marketing, APN Outdoor said: “We devised the Attention Economy study to assist our clients when planning their media campaigns. With this in mind, we ensured that the study wasn’t limited to just outdoor, but instead put outdoor in context to all other mediums.
“Though not surprised, we are very pleased with the results the Attention Economy delivered because they validate our industry’s claim that outdoor is right up there with TV and online in terms of performance. We are really excited to be taking our findings to market and look forward to building on the Attention Economy as it is set to become an ongoing component of our research and insights.”
APN Outdoor’s Attention Economy Study is the largest of its kind ever undertaken in the Outdoor industry across Australia and New Zealand. With 6,600 participants, the Attention Economy uncovered how audiences in nine major metropolitan markets move, think, feel and respond to Outdoor advertising. APN Outdoor partnered with Millward Brown, one of the world’s most respected brand, media and communications research consultancies to carry out the study.
Detailed results of APN Outdoor’s Attention Economy study are currently being presented to market via a series of events in Sydney (tonight), Melbourne, Brisbane, Adelaide, Perth and Auckland.