Out-of-home (OOH) advertising remains one of the top three forms of media in terms of influencing Canadian consumers, according to a new survey conducted by Toronto-based BrandSpark International.
The marketing research firm revealed the findings of its 2013 Canadian shopper survey in June through the Out-of-Home Marketing Association of Canada (OMAC). The study was developed to provide a comprehensive overview of the key media-related influences on shoppers’ attitudes toward value, convenience, health and innovation, based on a sampling of more than 100,000 households.
Even in this digital age, BrandSpark’s study found ‘traditional’ media continue to exert the largest influence on shoppers, including TV commercials (85 per cent), OOH advertising (79 per cent) and direct mail (77 per cent). The research further indicated 68 per cent of all Canadian shoppers had seen OOH ads within the week before they were surveyed. Suggesting there is still a significant opportunity for these widely visible signs to influence specific shopping decisions, the survey found 65 per cent of Canadian consumers do not preselect brands when planning their shopping lists.
Meanwhile, suggesting an even stronger opportunity for point-of-purchase (POP) graphics, 71 per cent of respondents said they walk along all of the aisles in their local grocery store to ensure they get everything they need, where OOH marketers can intercept them before they make final brand choices.
The study also revealed a number of opportunities for mobile marketing to tie in with OOH advertising and POP displays. Among the 47 per cent of surveyed shoppers who own a smart phone, there was strong interest in using the devices as shopping-related tools, e.g. for downloading mobile coupons (44 per cent), storing shopping lists (39 per cent), participating in contests (29 per cent) and making instant purchases (22 per cent).
“These results provide marketers with insights into the strategies and messaging they could integrate into their OOH campaigns,” says Jacqueline Demchuk, marketing and communications director for OMAC. “Empowering shoppers to actively immerse themselves in brands will help marketers build their business, as well as meet the consumer expectations created by new technologies.”