Posted by: Posterscope SA | July 7, 2011

Posterscope SA to launch second Out of Home Consumer survey in July

Posterscope, South Africa’s leading Out of Home advertising agency, will be launching OCS 2, their second Out of Home Consumer survey later this month. OCS is the world’s most in depth study of consumer behaviour in relation to Out of Home advertising.

The first OCS study was launched in 2009 and 2011 sees additional insights being tabled including updated data regarding technology use and direct benchmarking against other above the line media including print and television.

“Advertising buyers are being more strategic with their budgets and the more information they have to support their  purchase decisions, the better,” said Erik Warburg, Managing Director, Posterscope South Africa, “We hope that the intensive insights within OCS 2 will add value to the advertising industry as a whole, especially those using Out of Home as their preferred medium.”

A preview of some of the latest insights include:

  • After viewing billboards, more than 1 in 5 males have gone to a website as a result.
  • 3 out of 4 males agree that billboards on the main road are influential.
  • 4 out of 5 females between 18 and 24 have been influenced into buying something from electronic billboards inside a grocery store.
  • 3 in 10 will respond after seeing a billboard which has an SMS to reply to.
  • Over 70% of women have bought something in a clothing store because of an electronic advert in the store.
  • Over 85% of women trust advertising in shopping centres.
  • 1 in 2 males are spending more time on their cellphones than 2 years ago.
  • 1 in 4 males think about their finances on their way to work, and 1 in 4 males think about what to eat for dinner on their way home from work.

The OCS 2 will be launched in July in Cape Town and Johannesburg.

 

 

About Posterscope South Africa:

Posterscope is the world’s largest out-of-home communications agency, with offices in 21 countries. Posterscope is at the vanguard of cutting edge developments in out-of-home (OOH) such as digital, interactivity and experiential.

In South Africa, Posterscope’s mission is to grow OOH to 10% market share of total advertising spend in the next 5 years (currently sitting at 4.6%). At present, the company has approximately 20% of South Africa’s OOH spend under its management, positioning Posterscope as an influential leader in this fast growing category.

By helping clients understand what consumers are thinking and how they are spending their time, and by enabling them to communicate with consumers at the right moments and in the best way, Posterscope leads the way in enhancing the effectiveness of campaigns and increasing the media value that advertisers achieve.

Furthermore, Posterscope has developed PRISM Benchmark, Forecast and Creative, a proprietary set of tools that ensures that Posterscope delivers the best price against tracked market movements gaining further advantage for their clients, whilst allowing them the opportunity of seeing their “Creative Design” in situ, pre-campaign.
No one in this sector offers greater accountability than Posterscope.

About OCS

Posterscope’s OOH Consumer Survey (OCS) is the world’s most in-depth study of consumer behaviour in relation to OOH communications and has over 3,000 respondents in SA. Audiences can be segmented attitudinally, behaviourally, or demographically and analysed by environment, with a level of detail unavailable through other syndicated research systems.

New for OCS 2

OCS 2 contains updated data regarding technology use, direct benchmarking against other above-theline media such as TV and print, more industry specific data (including Automotive, Financial, Alcohol, Snacks, Soft Drink, Communication, Electronic and Travel) and how media actually influences buying decisions.

Issued by: Indigo Zebra Communications

Ingrid von Stein – 082 32 78563 or ingrid@indigozebra.co.za

Tim Hill – 082 888 5945 or tim@indigozebra.co.za

 

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