For
advertisers, it can become challenging to keep track of consumer behavior
research. Fortunately, the abundance of information is meant to help steer
campaigns towards an engaged audience. A recent study performed by Future
Foundation titled, Always On: Out of Home Lives 2014, breaks down how the
public views out of home (OOH) advertising.
The
Outdoor Advertising Association of America reported on key findings from the
study. Research was conducted interviewing 6,000 respondents across six large,
urban cities world-wide.
Top
highlights include:
·
A
reported 59% said that OOH digital advertising would be relevant and
interesting if it portrayed information that was localized and beneficial at a
certain time of day or location. Examples are concerts, events, or discounts to
local stores.
·
Approximately
72% of the 18-34s surveyed have viewed a billboard and taken some kind of
action as a direct result.
·
About
35% reportedly selected OOH advertisements as the most memorable. Television
was the primary memorable vehicle at 46%.
While
this was a world-wide survey and not exactly representative of the whole
American media landscape, it can give advertisers tips to re-work outdoor
initiatives.
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