• Warc, Thursday, May 28, 2015 12:30 PM

Out-of-home (OOH) media are particularly effective in reaching smartphone users shortly before they engage in activities such as mobile shopping, mobile search, and mobile social networking. These findings emerged from a study by the Outdoor Advertising Association of America (OAAA) which saw 1,837 smartphone users aged 18-64 record, via a smartphone eDiary, their location, mode of transport, media activity, purchase behaviour and emotional context every half hour over a seven-day period. These efforts revealed that OOH media typically reached panellists in the hour prior to 43% of mobile shopping activity, ahead of TV (27%), AM/FM radio (12%) and print newspapers (3%).

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