Offshore consultant to present NZ outdoor data

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APN Outdoor announced this morning it will be shortly releasing results from a study that uncovers how consumers in New Zealand move, think, feel and respond to outdoor advertising.

The research piece, known as the Attention Economy, is the first time an outdoor company has specifically invested in finding out about New Zealand consumers, the company says.

APN Outdoor partnered with internationally respected brand, media and comm research consultancy Millward Brown to carry out the study across both New Zealand and Australia.

“It was important to us that we worked with an international company – one with a genuine understanding of the changing landscape of Outdoor media globally – in order to represent the best interests of the New Zealand market,” said APN Outdoor general manager Phil Clemas.

With a sample size of 6600 incorporating both qualitative and quantitative research methods, the Attention Economy goes beyond audience engagement with just outdoor and also considers consumption of other media.

Further key components include audience relationships with their smartphones and the related synergies between usage, behaviour and outdoor advertising. The study also delves into key advertising categories, providing detailed insights on each.

“We are very proud to be leading the industry when it comes to NZ consumer-based research and insights,” Clemas said. “We have invested heavily in our Attention Economy study because we believe it is our role to provide our clients with relevant consumer behaviour data to assist them when planning their Outdoor campaigns. We are very pleased with the results from the study and look forward to presenting them to market next week.”

Detailed results from APN Outdoor’s New Zealand Attention Economy study will be presented at an event in Auckland this coming Wednesday (September 3). M+AD will be there, and will summarise the detail in our mailout the next morning (Thursday).

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