Out-of-home (OOH) advertising company CBS Outdoor International has announced the results of its European survey into interactive behaviour, which show that three-quarters of smartphone users have interacted with OOH advertising despite a lack of awareness of interactive technologies.

The study of 9,000 people, conducted on behalf of CBS Outdoor International by Kantar Media in autumn 2011, showed that nearly 40 percent of adults were aware of QR codes but less than six percent had heard of near field communication (NFC).

CBS Outdoor's 'Interactive Europe' study shows a lack of awareness of technologies such as near field communication

In positive news for OOH advertisers, more than half (51 percent) of respondents said they were more likely to pay attention to OOH than any other form of advertising. Critically, however, the research determined that the majority of users expect a monetary or entertainment incentive for interacting with OOH.

"The personalisation of technology – and the interactive behaviours it facilitates – enable people to interact with brands OOH in new ways and more than ever before," comments CBS Outdoor International's chief executive Antonio Alonso. "The public will reward the brands that get it right by engaging on a deeper level and generating positive word of mouth on and offline, but need to be careful not to deliver a disappointing interactive experience."