Outdoor Beats Online For Ad Recall

Outdoor Beats Online For Ad Recall

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.




Latest News

Cannes In Cairns 2024 Agenda Revealed!
  • B&T Exclusive

Cannes In Cairns 2024 Agenda Revealed!

An almighty chunk of the Cannes in Cairns presented by Pinterest agenda has been revealed, and there is plenty in store for you. Lead image: Fernando Machado, CMO, NotCo Revellers can expect three days of cracking content from 4-7 June. From global keynotes and marvellous marketers to film directors, professors and all-round media and creative […]

Cannes In Cairns Early Bird Ticket Prices Ending Soon!
  • B&T Exclusive

Cannes In Cairns Early Bird Ticket Prices Ending Soon!

Early bird ticket prices for Cannes in Cairns 2024 are ending soon, so you’ll need to move quickly to save money on the hottest ticket in town (or anywhere!). You have until 31 March to secure your ticket at the discounted price of $1,979.99 inclusive of GST. What’s more, you can get even tastier discounts […]

The Coffee Commune’s “Finding Brisbane’s Best Cafe” Achieves Record Entries
  • Campaigns

The Coffee Commune’s “Finding Brisbane’s Best Cafe” Achieves Record Entries

To promote the launch of its latest campaign, ‘Finding Brisbane’s Best Cafe’, The Coffee Commune (TCC) harnessed the power of radio, digital and programmatic OOH. The seven-week campaign also served to increase The Coffee Commune’s membership, and via TFM Digital, it saw a record 39,633 entries garnered (28,774 unique), with 880+ cafes nominated. Teaming up […]