B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • WPP
  • AI
  • Anthony Albanese
  • NRL
  • Thinkerbell
  • State of Origin
  • EssenceMediaCom
  • Channel 10
  • News Corp
  • Cairns Hatchlings
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Consumers Sans Smartphones Don’t Notice Outdoor Ads As Much
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Consumers Sans Smartphones Don’t Notice Outdoor Ads As Much
Advertising

Consumers Sans Smartphones Don’t Notice Outdoor Ads As Much

Tim Martin
Published on: 14th November 2014 at 10:23 AM
Tim Martin
Share
2 Min Read
SHARE

Around four in five of Australia’s 12.5 million smartphone owners aged notice some form of outdoor advertising in an average week, research from Roy Morgan shows.

In the six months to June 2014, well over half of smartphone owners had seen or heard advertising in a shopping centre or mall (59%) or noticed big billboards (54%) in the last seven days, and around four in 10 noticed posters or small billboards (41%). Around three in 10 noticed ads at train or bus stations (29%) or on the sides of busses or trams (28%), and one in four saw them on motorways/freeways (25%).

Other commonly noticed outdoor ads among smartphone owners are those on taxis (24%), bus or tram shelters (23%) or free-standing poster panels (23%).

However those without a smartphone are less likely to notice all types of outdoor ads: 72% of people with a non-smart mobile phone and only 53% of people with no mobile phone at all, notice outdoor ads during the week.

Percentage of people noticing outdoor advertising types by mobile phone ownership

Source: Roy Morgan Single Source (Australia), January 2014 – June 2014. Smartphone Owners n= 4512, Non-Smartphone Mobile Owners n = 2846, Non-Mobile Owners n=788.

Advertising in elevators and foyers, public toilets, gyms, sports stadia, airport terminals, as well as in-store radio, are each also much more likely to be noticed by smartphone owners than non-owners.

Michele Levine, CEO, Roy Morgan Research, says: “It turns out smartphone owners aren’t just walking around with their heads down, peering at screens. Smartphone owners notice more outdoor advertising than others, suggesting that the integration of outdoor and digital in marketing campaigns could indeed provide a promising advantage for marketers. New ‘geo-tagging’ or location-specific targeted campaigns are examples of these.

“Outdoor advertising revenue continues to grow, and more out-of-home media companies are thinking outside the box, with new innovations such as digital billboards that change with the weather, and more interactive screens.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: DDB Group Australia, Multi-Screen TV Summit, Salvation Army
Share
By Tim Martin
Digital , Data, Consumer Insights, Media - building teams, sales, business development and strategy.

Latest News

ID Collective Opens Business With Blunt By Adding The Umbrella Brand To Its Agency Portfolio
16/06/2025
Criteo Reveals ‘For The Love Of Commerce’, “To Shape & Improve The AI-Driven Commerce Experience”
16/06/2025
Inside Selena Gomez’s Purpose-Driven Beauty Empire: Rare Beauty CPO Goes Beyond Gloss At Vogue Codes
16/06/2025
TBWA Investigates Child-Free Pet Parents Trend
16/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?