Survey Finds That European Consumers Expect Rewards in Exchange for Interacting with Outdoor Ads

A new survey conducted by Kantar Media for out-of-home media company CBS Outdoor International reveals that European consumers like interactive outdoor advertising but that they expect to get value or reward for it.

The survey involved around 9,000 respondents from the UK, Spain, France, Netherlands, Italy and Ireland. It did a quantitative and qualitative analysis of the consumers across these six markets, particularly exploring interactivity within the context of OOH advertising.

According to the survey, 51% of respondents said that they were more likely to get interested in an outdoor ad than any other form of advertisement. However, the research found that a majority expect some kind of entertainment value or monetary reward in exchange for their interaction, even admitting disappointment if they only get directed to a website.

The survey found that awareness of interactive mobile technologies and adoption rates are still low. However, it was found that a significant 74% of smartphone users have interacted with OOH advertising at least once.

As expected, quick response codes are still the most popular and the most used interactive technology, with 40% of respondents saying they are aware of these codes and 13% claiming to have had scanned one.

Near-field communication is the least recognized of all mobile interactive technologies. Only 5.76% of the respondents said they are familiar with the technology and a meager 1.4% said they have used it.

Other relevant findings include:

  • OOH engagement is at its highest among audiences that are younger and those who own smartphones are more likely to answer positively than non-smartphone users. It is the 18-34 year-old age group who are most likely to admit that they found out-of-home advertising a welcome distraction.
  • 66% of the respondents see outdoor advertising as a welcome distraction while travelling. This figure rose to: 71% for 18-34-year-olds, 70% for smartphone users, and 72% for smartphone users who are 18-34 years old.
  • 32% of smartphone owners claimed that they went online to find out more about a brand after seeing an outdoor ad, while 20% said that they purchased a product afterward.
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