Outdoor research reveals mindsets

Research by outdoor poster specialist Posterscope has explored the mindset of consumers at different times of day and how they interact with advertising.
The company's Closer research, which questioned 2,000 adults in an online survey as well as smaller focus groups, showed young women consider out-of-home advertising messages a "useful part" of any trip to the high street, while they are relaxed and happy both at the gym and the shops.

Through the mix of qualitative and quantitative research, Posterscope found consumers are unable to explain in any depth what outdoor advertising formats they come into contact with, but are able to articulate their understanding and receptivity to messages once they are taken to specific environments.
Creative was the key factor in "noticeability", but size, movement, exposure, duration and novelty all played a large part.