OOH and mobile drive consumer interest and action

by all | 18 February 2015 9:00 am

[1]Nearly 60 per cent of Canadian mobile phone users are motivated by out-of-home (OOH) advertising to make a purchase, seek more information, interact with ads and/or discuss them via social media with family and friends, according to the latest Mobilens study by ComScore.

“This study highlights the connection mobile phone subscribers have with OOH ads,” says Rosanne Caron, president of the Out-of-Home Marketing Association (OMAC) and a member of Sign Media Canada’s editorial advisory board (EAB). “The integration of mobile and OOH is still in its infancy in Canada compared to other countries, but this is expected to change as marketers use the medium to significantly increase consumer interest in their brands and drive action.”

The study involved examining how consumers interact with different OOH formats, including billboards, transit ads, street-level posters and indoor ads at restaurants, bars, fitness clubs, shopping malls, airports and school campuses.

The research showed a high level of activity across all of these formats, particularly among adults aged 18 to 44. It also found awareness of OOH is directly related to increased use of mobile devices for shopping-related activities, such as finding store locations, comparing prices and checking product availability.

With Canadian adoption of smartphones at 79 per cent, second only to Spain at 86 per cent, OMAC points out there is a growing opportunity for OOH marketers to encourage the aforementioned types of consumer interaction, particularly by offering coupons via Quick Response (QR) codes, near field communication (NFC) tags, ‘beacons’ and other customizable technologies.

Source URL: https://www.signmedia.ca/ooh-and-mobile-drive-consumer-interest-and-action/

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