Industry Studies

There is a lot of exciting research going on related to the Outdoor industry both in Canada and around the world. We’ll post some of the studies that we consider to be of interest here to keep you current.

Outdoor Advertising Consumer Exposure Study
Canadian 2006

Eye Tracking technology used in real driving situations in Canada. Visiontrack, commissioned by Canada’s three leading Out-of-Home operators: Astral Media Outdoor, Pattison Outdoor and CBS Outdoor, to study consumer exposure and awareness of Outdoor advertising by using state-of-the-art Eye Tracking technology and analysis.

Summary Findings: 55% of the signs were *seen. Of these: on average, signs were looked 2.04 times on a single drive by; Females saw a higher % of signs (57%) than men (53%); Passengers were more likely to see Ads (73%) than drivers (52%); Drivers looked more frequently (2.1 times) at Ads than passengers (1.9 times).

At CBS Outdoor we maintain an extensive library of studies like the one(s) posted here and we’re happy to share these with you. Please contact us for access.