The world is changing. Consumer behaviour and the expectation placed on brands is evolving, as is the way we interact with advertising. A major quantitative and qualitative study of 9000 Europeans across 6 markets Interactive Europe explores interactivity in the context of Out of Home. It seeks to understand the audience’s current behaviours as well as what they see themselves open to doing in the future.
In addition to providing brands with insight into the emerging opportunities and pitfalls to avoid, the findings also confirm that the personalisation of technology and the interactive behaviours it facilitates are redefining Out of Home advertising’s role.
Ultimately, this new landscape is amplifying many of Out of Home’s traditional strengths, providing a world of new opportunities for brands to enjoy deeper engagement with consumers
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