AUCKLAND: Leading Outdoor providers, APN Outdoor, have today introduced their headline research piece for 2016, Media Attention - It’s a Jungle out there! Following on from previous studies, The Attention Economy and The Airport Economy in 2014 and 2015 respectively, the Media Attention study sheds light on public perceptions towards various media and the veritable jungle advertisers exist in when it comes to consumer attention.
The program was multifaceted with the study being both qualitative and quantitative, speaking to more than 750 people across New Zealand. The research included the use of focus groups as well as an online component, showing the impressive performance of Outdoor across a range of categories.
The highlights as put forward by Clarity Strategic Research, found that 55% of New Zealanders see more advertising today than they did in the past, and whilst they feel ambivalent toward advertising in general, consumers are overwhelmingly positive about Outdoor. Furthermore, Outdoor was considered a hugely effective platform to reach broad audience groups. In fact, respondents ranked it as being most effective platform for reaching 16-24 year olds and on par with TV when it came to 25-39 year olds.
Mike Watkins, General Manager - APN Outdoor New Zealand, commented: “I am aware that previous studies undertaken here at APN Outdoor, identified Outdoor as the least avoided medium. Two years on, it’s great to see this still rings true. This latest study has also proven how effective the symbiotic relationship is between Outdoor and TV, and puts forward a strong case for Outdoor to be the lead media within more campaigns.”
Media Attention – It’s a jungle out there! is live in market today, launched at a breakfast event in Auckland to kick things off. The breakfast event included a presentation of the research study results by Clarity Strategic Research and a live panel discussion including some of New Zealanders leading media experts. For more information and to book a presentation, get in touch with your APN Outdoor representative.