As a leading outdoor operator, APN Outdoor conducted the ‘Attention Economy’ study to determine recall across different formats.
The study uncovered some interesting results, and has given evidence that traditional ad formats are still performing as well as digital. According to the Attention Economy research, people spend more than 17 hours outdoors per week. Despite being less than the 27 hours spent watching TV and the 20 hours spent online, in terms of ad recall, outdoor was one of the best performers. An impressive 72 per cent of respondents could recall outdoor ads. This is more than the 64 percent recall rate for online, and only just under the 77 percent recall rate for TV.
People don’t only remember outdoor ads; they also quite like them! The Attention Economy study revealed that outdoor is one of the mediums that people have the most positive attitude towards. This converts to higher attention levels and lower levels of ad avoidance. Music to an outdoor advertiser’s ears.
Janine Wood, General Manager for Marketing at APN Outdooor explains why the survey was conducted, and what the results mean for the industry:
“We devised the Attention Economy study to assist our clients when planning their media campaigns. With this in mind, we ensured that the study wasn’t limited to just outdoor, but instead put outdoor in context to all other mediums. Though not surprised, we are very pleased with the results the Attention Economy delivered because they validate our industry’s claim that outdoor is right up there with TV and online in terms of performance. We are really excited to be taking our findings to market and look forward to building on the Attention Economy as it is set to become an ongoing component of our research and insights.”
For more information on getting your ads outdoors, visit Out of Home International.