Out of Home (OOH) advertising plays a major role in driving consumer response and action, according to a study for global OOH association FEPE International, which found that 79 per cent of consumers take action after seeing an OOH ad.
The research, conducted by Future Foundation, sampled 1,000 consumers aged 18-64 years old, living and working in the largest cities in the UK, Germany, Spain, Turkey, Brazil and South Africa.
Of the 79 per cent of consumers that took action, 62 per cent did so after seeing a digital OOH ad.
According to the research, OOH advertising can work well in collaboration with online and mobile communications; 40 per cent of urban consumers have looked up information online immediately as a result of an OOH ad, with the figure rising to 62 per cent for urban consumers who are most engaged with their smart devices while travelling.
Meanwhile 59 per cent of respondents said they take interest in digital OOH advertising which is specific to a time of day or location, and 65 per cent specified interest in digital OOH ads that reward interaction, for example through discount vouchers or prizes.
FEPE international executive director John Ellery said:”This research study shows that OOH has both separate and complementary roles to play in this age of digital, on-the-move communications. The simplicity, power and memorability of OOH clearly strikes a chord with most modern consumers.”
"However OOH also plays a role in providing relief from the immersive, pressurised world of digital communications; 53 per cent of urban commuters said they “sometimes feel the need to get away from phone calls, emails and text messages and switch off.”
Almost half of respondents (48 per cent) said that when they find themselves with ten minutes of ‘downtime’ in the city, they are most likely to just “take in the surroundings.”