1. #1 #1 #3 #3 OOH ranks: When compared to paid media, Consumers say
Awareness
Desire
Trial
Transaction
Source: Day in the Life Study, Research Now
oma.org.au
moveoutdoor.com.au
The OMA’s Day in the Life Study confirms the results of the Mediabrands study and shows that when you look at how Outdoor performs when compared to the average of paid media:
It is #1 for building Awareness
It is #1 for building Desire
It is #3 in driving Trial
And it is #3 at driving Transaction
(Trial and Transaction are #3 behind TV (#1) and Radio (#2))
Source: Day in the Life Study, Research Now 2012/13 – 3,465 respondents. Respondents recorded media consumption and activities across the day.