Rapid evolutions in technology and changing consumer behaviours continue to challenge traditional marketing and advertising models.
In response, brands are increasingly seeking to create interactive experiences that allow consumers to actively immerse themselves in the brand.
Working once again with Kantar Media, Interactive Europe II utilised a three-stage multi-disciplinary research programme and an approach which combined both qualitative and quantitative methods spanning six core European markets; UK, France, Netherlands, Spain, Italy and Ireland.
In addition to capturing consumer trends and views, we put three interactive client campaigns to the test. The results prove that whilst it is still early days and there are lessons to be learned, introducing interactivity into Out-of-Home can help marketers achieve the holy grail – deeper levels of engagement.
Finally, to complete the picture and provide a 360° view on the interactive Out-of-Home ecosystem, we spoke to senior marketers from leading global brands across a number of different categories. Their key challenges, their views on Out-of Home and crucially, where they think it’s all headed are revealed within the report.
For more information on this study, to view our exploratory films or to download the report, please visit the Interactive Europe II microsite.