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.”

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