Consumers on the move
We all see posters. Everyone who steps outside to make a journey to work, or school, to visit friends, or to go to the shops is exposed to them. Consumers on the move are consumers of posters, and we’re all spending an increasing amount of time out and about. Back in 1993, the BBC’s Daily Life survey revealed that at lunchtime around 50% of us were out of our homes. Ten years later a repeat of the same survey revealed that this figure had risen to 60%.
Alongside the internet, outdoor advertising is the medium that is bucking the trend of declining and fragmenting audiences, delivering increasing value to advertisers as more and more consumers on the move are captivated by the advertising messages on the poster sites they see.
And CBS Outdoor sites capture and captivate more consumers on the move than any other form of poster advertising. Research shows that the London Underground is the most welcomed advertising medium in the capital, whilst bus advertising is the most seen of all outdoor formats in and around town centres.
Consumers on the move are affluent, educated, and ready to be influenced. The more mobile they are, the more spontaneous they tend to be, and also the more receptive to the advertising they see. The way to tap into this core market is through poster advertising, and the most efficient poster formats are provided by CBS Outdoor.
Understanding our audience
Consumers on the move come in all shapes and sizes, so to enable us to understand them better, we commissioned two pieces of research which look at two key groups – Mobile consumers and the London Commuter.
Click here to find out more about our research.