More Than 60% of Urban Consumers Say They Have Used Their Smartphones After Seeing DOOH Advertising
ZURICH, SWITZERLAND — Forty percent of consumers have looked up information online immediately as a result of seeing an out-of-home ad, with the figure rising to 62% for urban consumers who are most engaged with their smartphones while traveling, according to a new study by Future Foundation on behalf of FEPE International. The research showed that 79% of consumers have taken some form of action after seeing an out-of-home (OOH) ad, with 62% doing so after seeing a digital out-of-home (DOOH) advertisement.
The research study for FEPE International, a global organization representing the world’s major OOH media owners and leading OOH agency specialists and suppliers, also has found that 59% of consumers were interested in DOOH advertising that was specific to a time of day or location, and 65% were interested in DOOH advertising that rewarded interaction, such as offers for discount vouchers or prizes.
The study also found that out-of-home media plays a role in providing relief from the immersive, pressurized world of digital communications, since even the most “device obsessed” need a break. Fifty-three percent of urban commuters said they “sometimes feel the need to get away from phone calls, emails and text messages and switch off.” And 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.”
Future Foundation’s research was performed using a 20-minute online questionnaire with a sample of 1000 consumers between the age of 18 to 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.
”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,” said John Ellery, FEPE International Executive Director.
Additional Future Foundation research found that consumers rate out-of-home advertising as one of the most trustworthy medium compared with broadcast television (24% against 28%). Traditional print media comes next on 22% with online being ranked as the least trustworthy with just 3% of consumers.
More details about the research are available on the FEPE International website.
Free Online Tools for Media Buyers and Planners
The DOOH/DPB Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Place Based (DPB) media, also known as Digital Out-of-Home (DOOH) advertising, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital place-based screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.