The research on behalf of the Outdoor Media Centre shows that 63% of respondents agreed that outdoor can be entertainingly engaging, with this figure rising to 70% among the 18-24 group.
The medium is supportive of brand awareness with 60% of the poll agreeing it keeps brands and products in the public eye, rising to 66% in the younger set. Londoners are the largest geographic group to agree outdoor keeps brands and products in the public eye, with 68% agreeing.
The importance of outdoor advertising to helping funding public amenities like bus shelters is also understood by a good portion of the poll at 41% and 47% of the younger group agreeing with the proposition.
The most recalled sector for specific outdoor advertising activity was entertainment (61%) with telecoms next (52%).
The YouGov survey was conducted online with a representative panel of 1,692 adults.
The latest forecast for UK ad spend growth from WPP’s GroupM media division predicts that outdoor expenditure will rise 2% in 2011, compared with 12.5% recorded last year.
The forecast sees growth of 5% in 2012 when the London Olympics is set to give a boost to the economy.