While Martin Thomas writes to you (“And what of the great outdoors?”, MW 8 March) speculating upon how consumers might respond to new outdoor and ambient media solutions, we have actually researched consumer response to Ticketboy car park ticket machine and barrier advertising. Our findings contradict Mr Thomas’ hypothesis.
It certainly makes an impact. Far from “mentally tuning out”, 39 per cent of interviewees described Ticketboy as noticeable, 34 per cent as attention-grabbing and 29 per cent as attractive. Overall, 64 per cent agreed that they tend to notice unusual advertising. But, more importantly to us as a responsible new outdoor operator wanting to check that our medium is accepted by the public, 61 per cent said that advertising at ticket barriers actually brightens up the machines.