Mobile, affluent and connected these ‘UrbanOuts’ are in full-time employment living in urban areas, regularly commuting at least 3 hours per week. Time pressured and light consumers of traditional media, they are often hard to reach.
The ‘My Billboard’ research study showed that this audience notice billboards far more than anything else, with them being top of mind. Viewed as a welcome interruption to their daily commute, they are in an optimistic mindset towards advertising seeing it as bringing positive colour to the streets and a diversion from boring journeys.
Whilst out-of-home and during their regular commute they develop a familiarity with this main city media, perceiving it as honest, basic and fundamental (My Billboard study). Part of their everyday life they are personified as a friend or a neighbour, used as signposts to direct friends, often developing a personal affinity with one site in particular.