Smartphones connecting with Outdoor Advertising
Turns out New Zealand’s 1.5 million smartphone owners (14+) sometimes do lift their heads and notice the world around
them! In fact, they are more likely to notice all forms of out-of-home advertising than those without a smartphone, the
latest research from Roy Morgan shows.
In the six months to October 2013, 54% of smartphone owners noticed big billboards in an average four weeks, compared
with only 43% of others.
Only 35% of people without a smartphone noticed ads on bus shelters—but 50% of smartphone owners did. Whether at a
shopping centre, on a supermarket trolley, on a bus, tram, taxi or even trailing behind a moped, smartphone users are
more likely to notice these outdoor ads.
Smartphone Owners and Non-Smartphone Owners who have seen Outdoor Advertising:
Click for big version.
Source: Roy Morgan Single Source (New Zealand), May 2013-October 2013 n=6,360. Smartphone Owners n=2236, Non-Smartphone
owners n=4124. Base: New Zealanders 14+
Pip Elliott, General Manager, Roy Morgan Research NZ, says:
“It turns out smartphone owners aren’t just walking around with their heads down, peering at screens. Smartphone owners
notice more outdoor advertising than others, suggesting that the integration of Outdoor and Digital in marketing
campaigns could indeed provide a promising advantage for marketers. New ‘geo-tagging’ or location-specific targeted
campaigns are examples of these.
“Outdoor advertising continues to grow, with some media companies thinking outside the box, with new innovations such as
digital billboards that change with the weather.
“Compared with Australians, New Zealanders with or without a smartphone are more likely to notice big billboard
advertising but less likely to report seeing most other varieties. However on both sides of the Tasman, the biggest
percentage point difference between the groups is in the number who’ve seen bus shelter advertising.”