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Study: Out-of-home advertising and mobile devices
The Out-of-Home Marketing Association of Canada has released the results of a study into consumer use of mobile devices to interact with out-of-home advertising. According to the study, five million people, representing 21% of mobile subscribers, have interacted with such an ad at some point. Three and a half million, or 15%, have done so within the past six months. The report also states that consumers who have interacted with these ads are 45% more likely to watch video and television programming on mobile devices, compared to those who have not. In addition, 42% of respondents expressed interest in using ar mobile device to interact with out-of-home ads.