Get the latest direct to your inbox twice a week. Sign up today. 
Vast Billboards unveils OOH ad insights in regional markets
Outdoor advertising company Vast Billboards has launched new research on the growing impact of out of home in regional markets.
The findings reveal that nearly three in four regional New Zealanders take action after seeing a digital billboard advertisement. The data comes from Vast’s new Regional Voice study, ‘Beyond the big three’, an independent survey of 467 respondents across 12 regional towns.
The study also found that four in five respondents (79%) pass a digital billboard daily or several times a week, while 62% say they went on to look up the brand online after seeing a digital billboard.
The blend of physical and digital
Gary Rosewarne, head of growth strategy at Vast Billboards, says the findings reflect how audiences are moving seamlessly between physical and digital environments.
“What’s interesting here is how connected the behaviour is. People see a message on a digital billboard, then they reach for their phone. It’s not offline versus online, it’s one journey.
“In regional towns especially, those repeated daily routes mean brands stay top of mind. And when something stays top of mind, it tends to shape decisions,” says Rosewarne.
High frequency, everyday influence
In regional towns, digital billboards sit squarely in the flow of daily life. Commutes, supermarket runs and school drop-offs mean consistent exposure.
Forty nine per cent say they often notice digital billboards in their area and that they influence their brand and product choices. Meanwhile, 57% say advertising matters most in everyday purchasing decisions, and that further over indexes for those that often notice digital billboards.
“Advertising matters most in the moments that drive the bulk of spend,” says Rosewarne. “Everyday purchases, fuel stops, supermarket runs, local errands. That is where digital billboards sit in regional life. They are high-frequency by design and that frequency is what triggers follow-up action.”
Seasonal surges create commercial opportunity
The research also highlights the commercial rhythm of regional towns: 90% say their area becomes busier or sometimes busier during holidays and event periods.
“This tells us that regional New Zealand doesn’t just deliver consistency, it also delivers surge,” says Rosewarne. “At key holiday and event moments, these towns become even more vibrant, giving advertisers the chance to show up when local activity and attention are heightened.”
Regional Voice marks the first release in a long-term research programme from Vast Billboards. It was created to address the lack of contemporary first-party data on regional behaviour.
“This is the start of an ongoing Regional Voice programme,” says Rosewarne. “We’re building a long-term body of insight around how regional audiences think, spend and respond, so agencies and brands can plan with greater confidence.”
