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13% of consumers have downloaded an app and 17% ‘liked’ a brand of Facebook after seeing an outdoor ad

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By Ishbel Macleod, PR and social media consultant

March 22, 2013 | 2 min read

Outdoor advertising leads in driving consumer response, new research from CBS Outdoor International has found, with growth of smartphone ownership being praised as the major reason behind this.

The study of over 5,000 people in six European countries found that the increase of smartphones has meant that brand scan increase their engagement with customers, although awareness of near field communication (NFC) by customers has only gone up two per cent from last year, now sitting at eight per cent; but 13 per cent of consumers have downloaded an app after seeing an outdoor ad (up 117 per cent).

CBS Outdoor International’s CEO, Antonio Alonso, said: “The research shows that outdoor advertising presents the opportunity to supplement reach and promote deeper levels of engagement.

“Additionally, with smart device ownership continuing to grow, even amongst older demographics, it is clear that outdoor advertising is beginning to offer brands new channels for distribution and direct marketing. This report, coupled with the launch of our new positioning ‘engaging audiences’, brings to the fore our continued focus and commitment to delivering valuable audiences for advertisers.”

The research also evaluated three interactive client campaigns comprised of different categories, markets, formats and interactive technologies; and found a 54 per cent average uplift in terms of being likely to mention the advertising in conversation, as well as a 45 per cent average increase in terms of having a better opinion of the brand.

CBS Outdoor International suggested three ‘golden rules’ for interactive campaigns:

1) The creative should be explicit in communicating the core message and in showing people if and how they can interact with the ad

2) There needs to be an obvious benefit (and one of perceived value) for consumers in order for them to interact and take away a positive perception of the brand

3) The implications of the halo effect (positive & negative) should be considered – people will watch others interact both in the physical and virtual worlds

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