APN Outdoor partnered with Millward Brown to investigate the way people move, think, feel and respond to different media platform with particular focus on Outdoor advertising.
Marketing is a contest for people's attention - Seth Godin
Never has this been more true.
Never has attention been harder to attract and to maintain in an increasingly fragmented media landscape.
So many distractions, options for content choice (when, how, where the consumer wants) and because of the sheer volume of advertisements people see and hear - attention is something that is becoming scarce.
The fact is, people spend a lot of time outside of their home, giving outdoor a huge opportunity to reach and impact large audiences at scale.
People outside are generally alert, they tend to have a positive attitude towards outdoor ads and as a result are less likely to avoid and more likely to pay more attention, which results in higher recall of outdoor advertisers.