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


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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