The Out-of-Home Marketing Association of Canada (OMAC) has shared new findings from ComScore’s MobiLens audience analytics study that show many mobile device users take action after seeing out-of-home (OOH) ads.
Underscoring the ability of OOH advertising to influence consumers, a March 2014 MobiLens study shows 72 per cent of mobile subscribers recall seeing an OOH ad within the last six months, including billboards, transit ads and street-level posters. Within this group, one in three is interested in purchase-related actions, such as redeeming coupons or scanning Quick Response (QR) codes; and one in four is interested in using a ‘check-in’ feature or downloading a mobile app.
More specifically, the study indicates 22 per cent of mobile subscribers reacted to the ads by considering a purchase, seeking more information, talking with friends and family or sharing via social media. Those aged 45 or older tended to make their purchases in physical retail locations or search for more information via personal computer (PC) or notebook computer, while the youngest ones—aged 13 to 34—were more likely to redeem mobile coupons, tap or scan codes and download apps on their mobile devices.
By considering mobile device users’ awareness of the OOH medium, the impact it has on their behaviour and their interest in future interaction, OMAC suggests marketers can gain insight into tactics for integrating mobile and OOH media for different advertising formats.
“These findings indicate consumers are embracing mobile and OOH integration,” says Rosanne Caron, president of OMAC and a member of the Sign Media Canada editorial advisory board. “It’s an opportunity for marketers to create real-time, content-rich, immersive experiences for consumers.”
