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Outdoor Media Centre commissions research into effects outdoor ads have on consumers

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By The Drum Team, Editorial

September 30, 2011 | 2 min read

A study is being run by the Outdoor Media Centre, which will aim to discover the effects that outdoor advertising has on the consumer purchase journey.

The research will be handled by ICM Research and On Device Research, taking on two projects working side-by-side as the study develops.

The project will examine the attitude and behaviour of consumers on their path to purchase and analyse how advertising affects their decision across a mix of media channels.

Different consumer groups and typologies will be identified, while participants will be asked to record their interactions with brands and advertisings, through a mobile diary system.

Emily Hunt, research director for ICM, explained: This is the first time that brand behaviours and buying dynamics have been explored in such detail with regard to how outdoor advertising works within the media mix. It will be fascinating to see how outdoor affects online behaviour for certain target groups, and the results will bring a new layer of understanding for those considering how best to use the medium within larger and broader campaigns.”

Mike Baker, CEO of Outdoor Media Centre added: “Advertisers and their agencies are always creating notional paths to purchase for the goods and services they promote. This new initiative will help to pin down the reality of the customer journey. Hopefully we’ll find several stages where outdoor advertising nudges the prospective buyer forward, in numerous business categories.”

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