FOR IMMEDIATE CIRCULATION
Toronto, May 27, 2015
Almost one half (50%) of shopper purchases are unplanned according to a new Shopper Study *, offering opportunities for advertisers to influence brand decisions on the path to purchase. With shoppers spending more than half their day outside the home, OOH advertising garners high attention levels with almost eight out of ten shoppers saying they notice OOH advertising. OOH reaches shoppers on the go, when they are in an alert state of mind, and are receptive to advertising messages.
The study also revealed that shoppers who recall OOH are significantly more likely to use their mobile device while they are shopping. The most frequent activities are: to find a store location, make shopping lists, compare and research product features and prices. OOH advertising can serve as inspiration and a trigger for consumers’ use of smartphones.
Social media members are more likely to pay attention to OOH media, particularly among Twitter, Google+ and YouTube users, with eight out of ten noticing OOH ads. Advertisers can leverage shoppers’ attention to OOH and their mobile connectivity to drive social media conversations on their brands.
Rosanne Caron, President OMAC commented, “Overall the study showed that Out-of-Home remains an important media channel to engage and interact with shoppers on the path to purchase.”
* The 2015 Canadian Shopper Study was conducted by BrandSpark International with over 60,000 Canadian consumers (18+) who are involved in household shopping.
OMAC is responsible for promoting the benefits and effectiveness of out-of-home media to advertisers and advertising agencies. OMAC seeks to develop and implement new initiatives that serve as a resource to the industry and increase understanding of out-of-home media. OMAC members include Astral Out-of-Home, Clear Channel Outdoor, Cogeco Metromedia, Lamar Advertising Company, OUTFRONT Media, Pattison Outdoor, Quebecor Media Out-of-Home and Zoom Media. OMAC members support the communities they do business in by donating more than $24 million annually in advertising space for charities and non-profit organizations. For more information visit www.omaccanada.ca
For more information please contact:
416.968.3435 x 108
416.968.3435 x 107