Europeans Expect Big Brands to Advertise on Outdoor Formats

March 27, 2012

This article is included in these additional categories:

Analytics, Automated & MarTech | Brand Metrics | Data-driven | Europe & Middle East | Mobile Phone | Out-of-Home | Youth & Gen X

cbsoutdoor-bigbrands-outdoor-advertising-europe-march2012.jpgAdvertising in outdoor formats can help enhance a brand’s stature in the eyes of European consumers, according to [pdf] a CBS Outdoor International survey conducted by Kantar Media and released in March 2012. 74% of the more than 9,000 survey respondents hailing from 6 European countries said they expect big brands to be advertising on outdoor formats. The response was even more convincing among the young and technology-enabled: 18-34-year-olds (78%), smartphone or tablet users (80%), and 18-34-year-old device users (83%) were all more likely than the average to say they expect big brands to advertise on outdoor formats.

Out-of-Home Gets Noticed

It seems brands benefit from outdoor advertising exposure, too. 51% of respondents said they are more likely to pay attention to outdoor advertising than any other kind of advertising. Once again, this was more likely to be the case among the younger set: 18-34-year olds were about 10% more likely than the average to say they pay more attention to outdoor advertising (56% vs. 51%), while 18-34-year-old smart device users were roughly 20% more likely to agree (61% vs. 51%).

Results from a survey released in February 2012 by BrandSpark International in partnership with Better Homes and Gardens also point to a high degree of attention paid to outdoor advertising, this time among North American respondents. Among the more than 3,000 respondents to that survey, 80% said they always (18%) or sometimes (62%) notice outdoor ads, though that was slightly less than the proportion of users of other media including TV, magazines, the internet, and direct mail, who said they notice ads in those media.

Ads Provide Pleasant Distraction

Data from CBS Outdoor’s “Interactive Europe” indicates that outdoor advertising may be grabbing consumers’ attention because it offers them a distraction from daily life, particularly while traveling. Two-thirds of the European adults surveyed agreed that outdoor advertising was a welcome distraction while traveling. And while some may think that young device owners would be occupied with their smartphones or tablets, they also agree that outdoor ads are a good change of pace. 72% of 18-34-year-old device owners said that the ads are a welcome distraction; 18-34-year-olds (71%) and smartphone or tablet owners (70%) were also more likely than the average to agree.

About the Data: The CBS Outdoor research was conducted by Kantar Media in fall 2011, with fieldwork running from 19th October to 27th November 2011. A total of 9,024 interviews were conducted, across Italy, France, Spain, the Netherlands, the UK, and Ireland, with adults aged 18-54 years who live in, work or visit an urban area at least 3 times a week.

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