In a digital age Out of Home advertising memorable and complementary
FEPE International, the global organization representing the world’s major Out of Home (OOH) media owners, commissioned research that sampled 1,000 consumers aged 18-64 years old, living and working in some of the world’s largest cities in the UK, Germany, Spain, Turkey, Brazil and South Africa.
The resulting report, ‘Always On: Out of Home Lives 2014‘, shows that OOH advertising not only drives consumer response and action, but that it works effectively alongside mobile and online marketing communications.
More than three-quarters (79%) of consumers in the survey had taken some sort of action after seeing an OOH ad and 62% did so after seeing a digital OOH ad.
Furthermore, 40% looked up information online as a direct result of seeing an OOH ad, rising to 62% among those who were engaged with their mobile device while out and about. Sixty five percent were particularly interested in digital OOH ads that rewarded interaction through, for instance, discount vouchers or prizes.
OOH scored highly for memorability. A third (34%) said OOH ads were the best-remembered. Only TV came in higher, at 46%, while Press scored 7% and online came at the bottom with just 4%.
“This major research study shows that OOH has both separate and complementary roles to play in this age of digital, on-the-move communications,” said FEPE International Executive Director John Ellery. “The simplicity, power and memorability of OOH clearly strikes a chord with most modern consumers.”