A new survey from advertising firm CBS Outdoor shows that mobile marketing is gaining in popularity in Europe, with QR codes leading the pack.
Out of 9,000 European consumers surveyed, 40% said that they are aware of QR codes, with 13% having scanned a QR-enabled advertisement at least once. By comparison, only 13% of respondents are aware of augmented reality advertising, and 5% knew of NFC ads. Only 4% and 1.4% reported using the latter two technologies, respectively.
Counting only those who owned smart phones capable of using these technologies, 74% said they have interacted with out-of-home (OOH) advertising at least once.
“This research shows that increased smart device ownership and the eternal need to be connected to the online world are adding strings to the OOH bow and driving deeper levels of engagement,” said CBS Outdoor International chief executive Antonio Alonso. “The public will reward the brands that get it right by engaging on a deeper level.”
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