Though awareness of QR codes increased by 14%, just 17% have heard of location based vouchers and check-ins, 14% are aware of augmented reality and NFC awareness increased by just 2% to 8%.

Awareness of interactive technologies

We’ve covered QR codes extensively on the blog, noting that brands still frequently deliver a poor user experience although Toyota stands out as a notable exception.

Furthermore, we recently blogged eight best practice tips for using QR codes in marketing as well as highlighting good and bad examples of the technology.

Out-of-home responses

The report also asked respondents which actions they had carried out in response to an out-of-home advert.

As mentioned, 11% said they had scanned a QR code, which is actually fewer than the amount of people who said they went on to download an app (13%) or ‘like’ a brand on Facebook (16%).

Almost a third of respondents (32%) said that an out-of-home advert had caused them to go online for more information, while 24% said they had actually made an online purchase as a result and 7% had bought the product using their mobile.

Personally I’m dubious as to whether these results are entirely accurate, as it’s unlikely that a quarter of Europeans have made a purchase simply because they saw a product on a billboard. Even CBS Outdoor would admit that the average purchase journey is far more complex than that.

But it does suggest that outdoor advertising has a big impact on consumers and that advertisers should be willing to experiment with interactive features.

Types of response driven by out-of-home advertising

CBS Outdoor carried out its survey using Kantar Media. In total it carried out 5,283 interviews within the UK, Ireland, France, Italy, Netherlands and Spain.