Scoop has an Ethical Paywall
Work smarter with a Pro licence Learn More

Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 

Smartphones connecting with Outdoor Advertising

Smartphones connecting with Outdoor Advertising

Turns out New Zealand’s 1.5 million smartphone owners (14+) sometimes do lift their heads and notice the world around them! In fact, they are more likely to notice all forms of out-of-home advertising than those without a smartphone, the latest research from Roy Morgan shows.

In the six months to October 2013, 54% of smartphone owners noticed big billboards in an average four weeks, compared with only 43% of others.

Only 35% of people without a smartphone noticed ads on bus shelters—but 50% of smartphone owners did. Whether at a shopping centre, on a supermarket trolley, on a bus, tram, taxi or even trailing behind a moped, smartphone users are more likely to notice these outdoor ads.

Smartphone Owners and Non-Smartphone Owners who have seen Outdoor Advertising:


Click for big version.

Source: Roy Morgan Single Source (New Zealand), May 2013-October 2013 n=6,360. Smartphone Owners n=2236, Non-Smartphone owners n=4124. Base: New Zealanders 14+

Pip Elliott, General Manager, Roy Morgan Research NZ, says:

“It turns out smartphone owners aren’t just walking around with their heads down, peering at screens. Smartphone owners notice more outdoor advertising than others, suggesting that the integration of Outdoor and Digital in marketing campaigns could indeed provide a promising advantage for marketers. New ‘geo-tagging’ or location-specific targeted campaigns are examples of these.

Advertisement - scroll to continue reading

Are you getting our free newsletter?

Subscribe to Scoop’s 'The Catch Up' our free weekly newsletter sent to your inbox every Monday with stories from across our network.

“Outdoor advertising continues to grow, with some media companies thinking outside the box, with new innovations such as digital billboards that change with the weather.

“Compared with Australians, New Zealanders with or without a smartphone are more likely to notice big billboard advertising but less likely to report seeing most other varieties. However on both sides of the Tasman, the biggest percentage point difference between the groups is in the number who’ve seen bus shelter advertising.”

© Scoop Media

 
 
 
Business Headlines | Sci-Tech Headlines

 
GenPro: General Practices Begin Issuing Clause 14 Notices

GenPro has been copied into a rising number of Clause 14 notices issued since the NZNO lodged its Primary Practice Pay Equity Claim against General Practice employers in December 2023.More

SPADA: Screen Industry Unites For Streaming Platform Regulation & Intellectual Property Protections

In an unprecedented international collaboration, representatives of screen producing organisations from around the world have released a joint statement.More

 
 
 
 
 
 
 
 
 
 
 
 

Join Our Free Newsletter

Subscribe to Scoop’s 'The Catch Up' our free weekly newsletter sent to your inbox every Monday with stories from across our network.