Lack of media integration is holding outdoor back

Brands must “join the dots” between outdoor, online and social media campaigns to catch up with consumer demand, says a report.

Outdoor advertising

The Consumer Interaction Report, by digital out-of-home ad network AtmAd, surveyed 1,800 consumers and found that brands are failing to give consumers the information they want to take action on outdoor ads.

Almost half said they were never given the opportunity to use mobile technology, and more than three-quarters said brands rarely include details of their social networking pages. It also found that more than half of consumers follow up outdoor ads by going online, but 43% said URLs are rarely visible.

Director of national sales at AtmAd Justin Stark says: “Digital outdoor has the greatest potential for integration as it provides a link between online and the real world.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here