For the first time in history, more of us live in cities than in rural areas. And the number of active city-dwellers, spending more time out-of-home, is set to rise in coming years. These are confident, connected consumers, using ubiquitous digital technology and living life on the move. With the creative richness, relevance and immediacy that digital media bring, our medium now has the freedom and flexibility to capture attention, tell stories and find new ways for brands to engage people.
51% of us now live in cities and by 2050 the UN predicts this will rise to 70%. These city-dwellers are also more active and spending more time out-of-home. 33% more time is spent out of home now compared with 10 years ago and people are spending over a quarter of their time out-of-home every day.
People also feel part of a shared experience out-of-home with 72% of people saying they are fairly relaxed and 73% saying they are attentive to their surroundings when out & about during the day.
‘Knowing that you’re part of a mass audience seems to have a value in itself. The water-cooler effect, it seems, is triggered only by mass communication through very public media.’Jeremy Bullmore, Advertising sage & WPP Advisory Board Member & Columnist
Out-of-home advertising engages these people when they are out and about, living their daily lives. It’s a medium that’s evolving with our society, enabling brands to meet people 24/7 at multiple touchpoints worldwide.
It’s not just about what’s in the ad, it’s about where and when the ad is seen. From bus shelters to billboards to airports to shopping malls, buses to trams, we can help brands reach people when they’re out & about in the right place, at the right time.
Sources.United Nations 2009 Revision of World Urbanisation Prospects, Posterscope, Touchpoints, Kinetic Worldwide, Generation Media Research, Acacia Avenue Research
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