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Always on - Out-of-Home Lives

It's hard to believe the speed that our world is changing and mobile technology in particular, has given brands a potential hotline to individual consumers wherever, whenever. It is in this world where Out of Home media must continue to demonstrate its relevance and how it is evolving its unique benefits to drive value. 

On the back of this, wanting to understand and quantify how the landscape and opportunity is changing for Out of Home advertising in particular, FEPE, the worldwide association of outdoor advertising companies, in partnership with the Future Foundation, undertook a robust research study across 6,000 urban consumers across a combination of developed - UK, Germany, Spain - and fast growing economies – Turkey, South Africa, Brazil.

Through extensive quantitative and qualitative research, as well as access to Future Foundation's global Trend Spotters network, the 'Always On - Out of Home Lives' study sought to answer key questions about the Out of Home audience and how their relationship with, and expectations of, Out of Home media are changing;

  • How are urban consumers now spending time out of home – particularly at frequent points of interaction with outdoor advertising? 

  • How does this compare in developed markets with those which are fast growing? 

  • Where does Out of Home now sit in the route to purchase as global shoppers focus on securing the right deal, whatever it takes? 

  • What do urban consumers want from brand advertising and communication these days?


  • Among urban consumers in the six markets for this study:

    • 24% select Out of Home advertising as the most trustworthy, second only to TV (28%) 
    • 34% select Out of Home advertising as the most memorable, second only to TV (46%) 
    • 79% have taken some form of action as a result of seeing an Out of Home advertisement 
    • 62% have taken some action as a result of seeing a digital Out of Home advertisement 
    • 72% of 18-34s have taken some form of action as a result of seeing a large billboard poster 
    • 59% of urban consumers would be interested in digital Out of Home advertising that showed information relevant to time of day/their location.
  • Despite the proliferation of mobile technology in their lives, urban consumers remain highly receptive to their surroundings and engaged by Out of Home advertising:

    • Those who are most absorbed by screen- or mobile-based activities during their commute are also most likely to act on Out of Home advertising.
    • 60% are doing next to nothing or just listening to music/radio/an audio book during their commute, providing little distraction from their surroundings.
    • As much as the novelty of digital innovation appeals, urban consumers –including younger demographics – still have a ‘soft spot’ for more traditional formats such as large billboard posters.
    • Out of Home media and TV remain complementary mediums – both preferred by urban consumers with regard to their trustworthiness.
    • Target audiences want to see stronger creative and more entertainment from Out of Home advertising to avoid a sense of it being ‘left behind’.
    • Out of Home is ideally placed to respond to growing consumer need for advertising that reflects context and one's local area - not messaging that taps into one’s personal details and innermost secrets.
    • Widespread appetite exists for future interaction with Out of Home advertising, particularly in fast growing economies. However, consumers are firmly focused on the 'value exchange' - Out of Home needs to make it worth their time and attention.

This is just a short overview of the combined key findings of the study. If you would like to find out more, or access further information about one of the specific markets studied, please get in touch with us.