Out-of-Home Gains Attention

Apr 23, 2008  •  Post A Comment

Posterscope USA, an agency specializing in out-of-home media that is part of Aegis Media, recently completed a survey of consumer usage and attitudes toward outdoor advertising.
“In today’s on-the-go environment, connecting with consumers when they are out of home is more critical than ever. This study substantiates the power of out-of-home,” said Chris Gagen, senior VP/managing director of Posterscope USA. “Many have suspected that out-of-home can reach an even higher growth potential in the U.S. market. We believe these results justify moving more marketing dollars into this sector.”
Out-of-home media has been gaining in popularity thanks to a combination of new technology and improved research.
According to TNS Media Intelligence, spending on outdoor media grow 4.9% to $4 billion in 2007, a year when most media, other than the Internet, struggled to show any gains at all.
Broadcast companies including NBC Universal and CBS are increasing their presence in out-of-home, particularly with digital applications that can play video content in locations ranging from gas stations to maternity wards.
Posterscope’s survey looked at lifestyle ad demographic factors in addition to media consumption habits to help marketers determine when outdoor is an appropriate medium for marketers to target a consumer group.
For example, Posterscope’s survey found that young adults in the 18- to 30-year-old age group spend a larger proportion of their media time out-of-home than the average adult. That makes sense because they spend more time in bars, clubs and coffee shops.
Those young adults are most receptive to advertising that appears in theaters and grocery stores, on billboards and in malls. The survey found that ads in movie theaters, grocery stores and billboards were more likely to be noticed by young adults than ads on the Internet, in magazines and newspapers or on radio.
In fact, a whopping 84% of this group notice advertising in movie theaters.
Affluent viewers also can be reached by out-of-home.
Individuals with a household income of more than $100,000 are more likely than the average consumer to visit airports, for example. According to the survey, 47% of those affluent consumers say advertising in airports helps them pass time, while more than a third said it is “eye-catching.”
Affluent consumers are more likely to visit gyms and spas as well, where they can be found using out-of-home media.
Another target for outdoor advertisers would be movie enthusiasts, a category defined as people above the age of 15 who go to see a film more than once a month.
Besides cinemas, movie enthusiasts are more likely than the general population to be found in malls, casual dining restaurants, coffee shops, bars, gyms, airports and sports stadiums. More than three-quarters of movie enthusiasts said they notice ads in grocery stores, 74% said they notice billboards and a good share of them also notice messages in malls and sports stadiums.
Half of the movie enthusiasts said billboards are a welcome distraction from traffic.
More significantly, more than half of the movie enthusiasts said they purchased a product they
saw advertised in a grocery store.
Of course, they also see ads when they go to see a film, with 91% of movie enthusiasts saying they noticed some type of advertising in the theater the last time they went to a movie. That message should be relevant to automakers because Posterscope found more than one-fifth of them plan to buy a car in the next 12 months.

One Comment

  1. One place not mentioned in the survey are medical and dental offices. THe dwell times are huge, the audiences are captive, and DESPERATE for a distraction! Check out http://www.HealiumTV.com

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