Posterscope Debuts US Outdoor Study

Aegis-owned out-of-home (OOH) communications agency Posterscope has conducted its first survey in the US to examine the OOH landscape through the 'lens' of the consumer.

The OCS (out-of-home consumer survey) polled adults aged 15-64 to determine media consumption, attitudes towards advertising and receptivity to advertising and marketing messages. The firm says that this feedback has allowed it to compare findings across all media - including mobile, OOH, newspapers, cinema, radio, TV and the Internet - as well as compare the value of particular venues and platforms for any target consumer group. OCS also delivered insights into consumers' receptivity towards digital OOH advertising.

In addition to media-related attitudes and behaviors, the study examined several lifestyle and demographic factors including: lifestage variables, activities/hobbies/interests, values/attitudes, technology usage and demographics such as age, income, education level and occupation. The firm says this data provides it with an in-depth look at consumers beyond their media consumption habits.

'In today's 'on the go' environment, connecting with consumers when they are out-of-home is more critical than ever,' explained SVP Chris Gagen. 'Many have suspected that out-of-home can reach an even higher growth potential in the US market. We believe these results justify moving more marketing dollars into this sector.'

Posterscope is part of Aegis Media Americas, which offers marketing services such as media and market research; communications planning; media planning and marketing analytics and consulting.

Web sites: www.aemedia.com and www.posterscope.com .

Postar, the UK audience research body for the out-of-home ad sector, recently commenced a project to measure all OOH media, using GPS technology to record consumers' travel patterns and ad exposure.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.