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Out of Home advertising plays major role in driving response and action

Friday October 31, 2014 at 11:59am
Most consumers respond immediately to Out-of-Home (OOH) advertising, with 79% taking some action after seeing an OOH ad and 62% doing so after seeing a Digital OOH ad. The findings come from a new international research study carried out for FEPE International, the global organization representing the world’s major OOH media owners and leading OOH agency specialists and suppliers. The research also showed that OOH advertising works well in collaboration with online and mobile communications. According to the research, 40% of urban consumers have looked up information online immediately as a result of an OOH ad, with the figure rising to 62% for urban consumers who are most engaged with their smart devices while travelling. Furthermore, 59% are interested in Digital OOH advertising specific to a time of day or location, and 65% are interested in digital OOH ads that reward interaction, for example through discount vouchers or prizes. However, even the most “device obsessed” consumer needs a break, with 53% of urban commuters agreeing that they “sometimes feel the need to get away from phone calls, emails and text messages and switch off.” Similarly, 48% said that when they find themselves with ten minutes of ‘downtime’ in the city, they are most likely to just “take in the surroundings.” The research was carried out by Future Foundation for FEPE International in summer 2014. A 20-minute questionnaire was undertaken online with a sample of 1,000 consumers aged 18-64 living and working in the largest cities in the UK, Germany, Spain, Turkey, Brazil and South Africa. This is believed to be the biggest international study into OOH advertising so far undertaken. FEPE international executive director John Ellery says: ”This major research study shows that Out Of Home has both separate and complementary roles to play in this age of digital, on-the-move communications. The simplicity, power and memorability of OOH clearly strikes a chord with most modern consumers.” More details about the research are available on the FEPE International website, www.fepe.com
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