Out of home: the link between mobility and product purchase

Mike Baker and Russell Smither

This article discusses out-of-home advertising, and describes the CBS Outdoor study 'Consumers on the Move in Europe', which profiles the outdoor audience in different countries.

Out of home: the link between mobility and product purchase

Mike Baker and Russell Smither

We all move about more these days, spend our leisure time more actively, travel further to work and take holidays further afield. Thanks to this, outdoor advertising has grown its share of revenue steadily. In the UK, it is now 10% of display adspend. In major European countries such as the Netherlands, Spain, Italy and Germany, its share is typically mid-single-digits and rising. In France, Portugal and Switzerland it is higher than that.

But is the outdoor proposition the same in each country?...

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