'Eyes up' smartphone owners a prime target for outdoor

  • Technology
  • January 23, 2014
  • StopPress Team
'Eyes up' smartphone owners a prime target for outdoor

It seems smartphone users don't just wander around staring at screens, they also take note of billboards and other outdoor advertising. That's good news for advertisers and marketers who want to make the most of both mediums, say researchers Roy Morgan.

"Smartphone owners notice more outdoor advertising than others, suggesting that the integration of outdoor and digital in marketing campaigns could provide a promising advantage for marketers," says Roy Morgan's New Zealand general manager Pip Elliott.

In a survey of people aged over 14 between May and October last year, including 2236 cellphone owners, 54 percent of device owners noticed large billboards in an average four week, compared with 43 percent of the others surveyed.

Smartphone owners also outrated non-smartphone owners when it came to noticing bus shelter ads: 50 percent of smartphone owners said they noticed those ads compared with 35 percent of people who didn't own a smartphone.

Roy Morgan says smartphone owners are also more likely to see outdoor ads at shopping centres, on supermarket trolleys, buses and taxis.

Media companies are thinking outside the box with new innovations in outdoor advertising and digital billboards, Elliott says. Examples include billboards that change with the weather and location-specific campaigns that target using geo-tagging.

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