The FEPE study looked at consumer engagement with out-of-home

Research released by FEPE claims that out-of-home is a valuable tool for provoking immediate consumer engagement.

The research took the form of a 20-minute online questionnaire filled in by 1,000 adult consumers from the UK, Germany, Spain, Turkey, Brazil and South Africa. Results showed that 79 percent of respondents had taken some sort of action after coming into contact with printed OOH collateral, while 62 percent confirmed a similar reaction after viewing a DOOH placement.

The survey also indicates that consumers are becoming more prepared to engage directly with OOH: 40 percent of those polled have looked online for information immediately after seeing an advert, while 59 percent are interested in day-parted content and rewards for interaction, such as discount vouchers.

"This major research study shows that out-of-home has both separate and complementary roles to play in this age of digital, on-the-move communications," comments John Ellery, executive director of FEPE. "The simplicity, power and memorability of OOH clearly strikes a chord with most modern consumers."