Historically the perceived wisdom has been that outdoor media have had little to to offer for clients seeking immediate response. (The exception has been the role of uplifting or predisposing response via other channels.)
The value of this wisdom started to erode some five years ago, with the advent of near 100% adoption of mobile phones, and in particular the use of text as a response channel. The growth of smart phone penetration to above 50% has accelerated a rethink of outdoor media as immediate response generators.
One indication of this change in behaviour can be seen in the proliferation of direct response advertising in commuter trains. Advertising from subscribers, charities, financial services and travel companies abound. All with calls to action: text, web and even phone.
Several of our clients have been amongst them. And with some success. We have seen profitable response generated but it hasn’t come via the channels we might have expected in this brave new connected world. Much of it has come via web, at times of the day outside of the normal commute.
Quantitative consumer research has just given us some insight as to why - with commuters claiming yes, they do respond, but later, at leisure at home via the web. Another reminder that, just because technology now allows “always-on” connections between companies and consumers, consumers may not choose to change their established behaviours to use them.
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