Press Release For Immediate Circulation
Toronto – June 11, 2012
A new study conducted by the U.K. Outdoor Media Centre provides insight into the impact different media have on the various stages of the path to purchase. The results show that OOH advertising has a strong influence on consumers, nudging them towards the purchase at every stage of the process.
Using 15 product categories and a detailed, two phase static and dynamic methodology, the study identified four 'Customer Journey' stages: absorbing, planning, obtaining and post - buy sharing. Over a two week period, the study tracked respondents’ actual brand encounters and whether they moved forward along the ‘Customer Journey’ within the 15 categories. These effective encounters were subsequently traced back to each medium.
The results show that OOH is a powerful influencer of behaviour at every stage of the ‘Customer Journey’, responsible for approximately one third of all effective encounters at each stage and that OOH’s potential impact increases the closer a person moves to the obtaining (buying) phase.
For an executive summary of the study findings click here.
OMAC (omaccanada.ca) is responsible for promoting the benefits and effectiveness of out-of-home media to advertisers and advertising agencies. OMAC seeks to develop and implement new initiatives that serve as a resource to the industry and increase understanding of out-of-home media.
OMAC members include Astral Out-of-Home, CBS Outdoor, Lamar Transit, Metromedia Plus, Newad, Pattison Outdoor, Titan 360 and Zoom Media. OMAC members support the communities they do business in by donating more than $10 million annually in advertising space for charities and non-profit organizations.
For more information please contact:
Marketing and Communications Director