A recently released consumer survey by U.S.-based outdoor media company CBS Outdoor and UK-based consumer research company Kantar Media found that only 8% of the survey’s respondents were aware of NFC, up from 6% the preceding year.
The second annual Interactive Europe report surveyed 5,283 “urban” consumers in France, Ireland, Italy, the Netherlands, Spain and the UK about their experience with interactive out-of-home advertising. The report also included statements from brands and three out-of-home ad campaign case studies to promote interactive outdoor advertising. CBS Outdoor would like to increase use of interactive billboards and other outdoor panels.
The survey showed consumers had the most awareness of QR codes and that awareness was up substantially in 2012, to 54%, from 40% in 2011, the only technology to show a noticeable increase from the previous year. Also, 31% of respondents said they were aware of promotional text codes and 23% were familiar with touch-screen advertising, according to the survey.
