CBS Outdoor on Interactive OOH in Europe
OUT OF HOME – A MASS MEDIUM
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