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Smartphones Boost Out-of-home Reach

Smartphone owners are the most responsive to out-of-home advertising (OOH) with 74% interacting with it at least once, according to new research from CBS Outdoor. The Interactive Europe study of 9,000 consumers across six European countries found that 51% of people are more likely to pay attention to OOH than any other form of advertising, rising to 56% among smartphone owners. It also appears to be boosting mobile commerce, with 32% of smartphone owners going online to learn more about a brand after seeing an OOH ad and 20% purchasing a product as a result of an OOH ad.

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