CBS Outdoor: "An Interactive Approach to Outdoor Advertising"
Major Study exploring Interactivity in the Context of Out of Home
The world is changing. Consumer behaviour and the expectation placed on brands is evolving, as is the way we interact with advertising. A major quantitative and qualitative study of 9000 Europeans across 6 markets Interactive Europe explores interactivity in the context of Out of Home. It seeks to understand the audience’s current behaviours as well as what they see themselves open to doing in the future.
– Watch Movie: http://www.cbsoutdoorinternational.com
– Download report:http://www.interactiveeurope.com/en/Download-report/
Key Findings
- Whilst the media landscape continues to fragment Out of Home retains its ability to reach mass audiences
- Consumers are positive about brands that encourage interaction
- Interactivity is taking many forms but smart devices in particular are unlocking the potential of interactivity with Out of Home
- People are positive about a technology driven future – it is readdressing the balance of power, changing the traditional ‘push’ advertising model and enabling consumers to ‘get involved’
- Younger audiences are seeing the potential of mobile technology more quickly.
- BUT consumers want something of perceived value in return for going to the effort of interacting
- Awareness and usage of current means to interact is low – consumers see the technology as secondary to the core proposition and/or incentive
- Social media and OOH are increasingly complementary – OOH is ideally placed to drive word of mouth / create brand ambassadors
Source: http://www.interactiveeurope.com