News & Events

News & Events

OOH & Mobile Drives Consumer Interest and Action

Toronto, ON - February 9, 2015 - Marketers should be very excited about comScore’s latest Mobilen’s study that highlights consumer’s interest in interacting with OOH ads. The study revealed that 59% of Canadian mobile subscribers are interested in taking some type of action after seeing an OOH ad. The most common actions taken are related to making a purchase, seeking more information about the product or service and talking or sharing via social media with friends and family.

The study also examined consumer’s interaction with different OOH formats including outdoor, public transit, street level and indoor venues such as resto-bars, fitness clubs, school campuses, shopping malls and airports. While the research showed a high level of consumer action across all OOH formats, younger adults age 18 -44 are most likely to take action.

With Canadian smartphone penetration of 79% second only to Spain at 86%, mobile subscribers are more predisposed to connect with an OOH ad using their smartphone. Other highlights from the Mobilen’s study are:

  • Awareness of OOH is directly related to an increase in the use of mobile devices for shopping related activities i.e. find a store location, compare prices, check product availability
  • There is a high level of interest in receiving coupons. OOH can deliver relevant and timely coupons through geo-location targeting, beacons, QR codes, NFC tags and other technological advances.
“The study highlights the connection that mobile subscribers have with OOH ads and how marketers can use OOH to significantly increase consumer interest in their brands and drive action,” said Rosanne Caron, President: OMAC.  The integration of mobile and OOH is still in its infancy in Canada compared to other countries but this is expected to change.”

About OMAC
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 Transit Advertising, 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 $15 million annually in advertising space for charities and non-profit organizations.

For more information please contact:

Rosanne Caron
President
OMAC
rcaron@omac.comb.org
416.968.3823 x 108

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