Results of a study into the effects of the environment and format of OOH advertising on the success of specific brands and products have been released by media planning and buying agency, Rapport.
Other conclusions reached by the study include that; people in the gym are the most “eager to learn.”; People in bars are in the “best mood.”; and that people are most “excited” at a sporting event or at the airport.
The study, the first of its kind, was based on a sample of 2,000 consumers and took into account 38 categories of product and 14 out-of-home environments, and has led to the development of a new OOH effectiveness planning tool, Alloy.
Sue Moseley, global chief performance officer at Initiative described Alloy as, “a really exciting research development for our clients using Out-of-Home.
“The ability to make informed format selections based on specific campaign objectives, rather than solely target audience, is a real advancement in the medium’s accountability. The fusion of rapport’s previous campaign learning’s with new consumer insight adds even greater credibility.”
As well as insights into the consumer mindset, the study revealed several category-specific trends, for instance that the Banking and Charity sectors could both benefit from brand ‘differentiation’ – a marketing strategy which emphasises the brand’s unique selling points.
The study also found that politics, music and film were industries which could benefit from a strategy which allows users to share brand content, while consumers looking to buy games consoles are driven by ‘brand interaction’ and people looking at new cars are driven by brand stature and presence.