77% of urban Europeans (adults 18-54 who live in or visit an urban area at least 3 times a week) report having taken an action as a result of seeing an interesting out-of-home (OOH) ad, according to [download page] a new report from CBS Outdoor. That puts OOH on part with TV (76%) in terms of stimulating a response, and higher than both press (71%) and radio (63%). The most common responses to OOH ads among respondents are going online for more information and considering a purchase (each at 32%).
A significant 24% claim to have made a purchase as a result of seeing an out-of-home ad, up 33% from 18% in the 2011 survey. Also increasing significantly in the latest survey are the percentage of respondents who reported responding through various mobile activities, such as downloading an application (13% vs. 6%), scanning a QR/barcode (11% vs. 5%), redeeming a voucher with a mobile device (8% vs. 4%), and using a mobile phone to make a purchase (7% vs. 2%).
The study also shows that consumer awareness of most interactive OOH mechanisms remained stable from the previous year. The notable outlier is QR codes, which jumped from 40% awareness in 2011 to 54% in 2012, easily outpacing awareness of other mechanisms, including promotional text codes in ads (31%) and touchscreen billboard advertising (23%).
About the Data: The CBS Outdoor study was representative of people who live, work or visit urban areas at least three times a week within the UK, Ireland, France, Italy, Netherlands and Spain. In total Kantar Media conducted 5,283 interviews. Fieldwork took place in October/November 2012. The study was carried out online and all samples were provided by Kantar’s Lightspeed Panel. All data was weighted to urban audiences by country and the overall data weighted by total population.