CBS Out­door on In­ter­ac­tive OOH in Europe

OUT OF HOME – A MASS MEDIUM

Outdoor Asia - - Front Page -

Whilst the me­dia land­scape con­tin­ues to frag­ment, Out of Home is not only re­tain­ing its abil­ity to reach mass au­di­ences it is also evolv­ing into a mass­in­ter­ac­tive medium, har­ness­ing new tech­nolo­gies to keep pace with au­di­ence ex­pec­ta­tions. Our re­spon­dents con­firmed the fol­low­ing four es­sen­tial truths about Out of Home ad­ver­tis­ing: The per­son­al­i­sa­tion of tech­nol­ogy and the in­ter­ac­tive be­hav­iours it en­cour­ages are re­defin­ing Out of Home ad­ver­tis­ing’s role. It is help­ing to am­plify many of Out of Home’s tra­di­tional strengths and is pro­vid­ing a world of new op­por­tu­ni­ties for brands to en­gage with con­sumers. Out­door was once a “no­tice and do” medium, now it’s a “think and feel” medium too, trig­ger­ing in­ter­ac­tion and launch­ing ex­pe­ri­ences.

CBS Out­door Finds In­ter­ac­tive OOH Lit­tle Known Or Used in Europe

CBS Out­door has re­leased a March 2012 study, done by Kan­tar Me­dia, look­ing at the use and un­der­stand­ing of in­ter­ac­tive tech­nolo­gies for out of home in Europe, and the re­sults sug­gest the tech­nol­ogy is still very much in its early adopter years. The study, done last fall in six coun­tries and in­volv­ing more than 9,000 re­spon­dents, sug­gests QR codes and text mes­sag­ing cam­paigns had the high­est level of aware­ness, at 39.8% and 34.2%, but ac­tual us­age was less than 15 per­cent with each. Less than six per­cent of those asked knew what NFC ( near- field com­mu­ni­cate) was about and just 1.4% had ever used the tech­nol­ogy. The re­port also found things like so­cial streams in ads ( i. e. Tweets), check- ins, aug­mented re­al­ity and Blue­tooth prox­im­ity mar­ket­ing also had aware­ness lev­els lower than 15 per­cent, and user rates less than five per­cent. How­ever, Mar­ket­ingCharts re­lays, de­spite low rates of aware­ness and us­age among Eu­ro­pean adults, smart­phone and tablet own­ers re­main gen­er­ally up­beat about in­ter­act­ing with out- of- home ad­ver­tis­ing, with 71% say­ing they would feel more pos­i­tive about a brand that in­vites in­ter­ac­tion. Breaking down the data by age de­mo­graphic, 25- 34- year- olds are most likely to con­sider in­ter­act­ing with an out­door ad ( 74%), fol­lowed closely by 18- 24- year- olds ( 72%) and the 3544 set ( 70%). Those aged 45- 55 are the least likely to con­sider do­ing so, at 65%. Among early adopters ( peo­ple who agree with the state­ment “I like to buy gad­gets as soon as they come out”), 84% would con­sider in­ter­act­ing with an out- ofhome ad. Data from “In­ter­ac­tive Europe” in­di­cates that roughly three- quar­ters of smart­phone and tablet own­ers have taken an ac­tion in direct re­sponse to an outof- home ad­ver­tis­ing cam­paign, while re­sponse rates among tech­nol­ogy ad­vo­cates ( those who agree with the state­ment “I like telling other peo­ple about new tech­nolo­gies”) are even higher, at 83%. The most pop­u­lar ac­tion taken by tech­nol­ogy ad­vo­cates and de­vice own­ers us­ing their de­vice was go­ing on­line to get more in­for­ma­tion ( 39% and 32%, re­spec­tively). About one- third of the tech­nol­ogy ad­vo­cates con­sid­ered buy­ing the prod­uct, as did 28% of the de­vice own­ers, while 23% of the for­mer and 20% of the lat­ter ac­tu­ally bought a prod­uct in re­sponse to an out­door ad. The sur­vey was done in: Italy, France, Spain, Nether­lands, UK, and Ire­land. My guess, and only guess, its the re­sults would be sim­i­lar in North Amer­ica

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