A new study released today from Outsmart [1], the UK marketing body for Out of Home reveals that OOH activity drives +17% uplift in smartphone brand actions.
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Outsmart joined forces with leading market researchers, Ipsos and OOH industry measurement body, Route, to explore how the medium performs in today’s connected world, especially with the proliferation of the smartphone.
The results also show that the uplift in smartphone brand action increases to 38% among the top 20 best performing campaigns within the study and even higher for Millennial and Gen Z audiences.
Alan Brydon, CEO, Outsmart,told us “Our study reveals a clear message; having OOH on your media plan will increase interaction with your brand via a smartphone. We already know that OOH builds brands and delivers long term effectiveness. With our ‘OutPerform’ results we’ve shown that OOH is a gateway to personal time with brands, simultaneously driving brand interaction in the short term and all advertisers and agencies should want to learn more.”
The groundbreaking study ‘OutPerform’, believed to be the biggest of its kind, investigated how public journeys can become personal stories among 16-44 year olds in the UK.
Results demonstrated that OOH converted brand advertising into brand behaviour, revealing 66% of smartphone actions are direct to brand, such as a search query or website visit.
Furthermore, 57% of respondents that took action were new or lapsed customers, highlighting the power of OOH for brands seeking growth by reaching a wider group of consumers beyond the core buyer.
Tim Lumb, Insight and Effectiveness Director, Outsmart said “In an age of snapping, searching, sharing and shopping, OOH and smartphones, now more than ever, have proven to be a very powerful combination for brands to make connections with people.”
The very latest passive measurement and geo-location techniques were used to ensure natural consumer behaviour was captured. Combining this with the power of data-driven broadcast OOH means the real relationship between OOH and smartphones is unlocked. The study was the biggest of its kind – producing a huge volume of data from over 60,000 sites and more than 1300 hours of OOH dwell time, 16,000 brand actions and over 150 hours of time with brands.
About Outsmart
Outsmart is the UK marketing body for the Out of Home (OOH) industry. We’re here to inform, educate and inspire people to do wonderful things in Out of Home. We collaborate with all parts of the industry and help advertisers, planners and creatives use OOH in bigger and better ways.
Outsmart consists of five Council members, Clear Channel, Exterion Media, Ocean Outdoor, Outdoor Plus and Primesight, as well as 5 Board members and 26 Associate members.