Here’s what I think out of home advertising should be about; impact. Even on a small scale, if an ad doesn’t make an impact it’s dead. Niall
CBS Outdoor embarked on the Europe on the Move study to provide a deeper understanding of people’s mindsets as they are out and about and explore how people interact, engage and view outdoor advertising. Europe on the Move offers a different perspective on audiences as they go about their daily journeys and can be used in conjunction with audience measurement systems.
People were asked about their daily journeys to work, shop, study or for leisure purposes. Respondents in the six markets were asked about their media consumption, their attitudes to advertising they encountered out of home, their activities on the move, their shopping habits and the moods and emotions they experienced on their journeys. Their use of mobile technology and their use of the internet on mobile devices while on the move was gathered.
The research was undertaken in six markets, Ireland, UK, Spain, France, Netherlands and Italy, from mid September to mid October 2010. In total 9665 people took part in the survey – undertaken by Harris Interactive. 996 people were surveyed in the Rep. of Ireland.
The survey revealed how our everyday journeys are changing as a result of mobile technology and our insatiable appetite for being connected. The increased penetration of the smartphone means we are rarely alone and mobile connectivity is unlocking our productivity allowing us to research, share, connect and purchase wherever we are and whatever we are doing.
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