Consumers are often influenced more positively by ads when they are “on the go” or engaged in physical activity, an article published in the Journal of Advertising Research (JAR) has found.

Why it matters

While consumers have been spending more time at home during COVID-19, the roll out of vaccines in many countries could present opportunities for connecting with people who are enjoying a range of different out-of-home pastimes as the recovery begins.

Takeaways

• An implication from the study is that placing ads where consumers are in transit or on the move – say, in the street, at a train...