oOh! commissioned The Seed to better understand consumers in regional Australia areas, including their travel and shopping patterns and consumption of billboards. The regional population is growing, with over 36% of Australian’s living in regional areas.

Regional Australia is a valuable audience, more than half of the regional population are executives and regional Australian’s have higher disposable income than their city counterparts.

Most live in 1 of the 3 major regional hubs of rural towns, regional/medium centres, major urban/large centres.

oOh! Road provides the only access to this highway system, using strategic billboard placement.

Key Findings:

Travel patterns:

  • Regional Australian’s rely heavily on their car, with 98% using cars for their daily journeys and most driving alone.
  • Regional Australian’s cover up to 200km a day driving with 59% traveling to their nearest town weekly.
  • Shopping is the biggest driver of trips.

About Billboards:

Regional Australian’s have high exposure to billboards, with 67% claiming to have seen billboards in the past week.

  • 53% agree they remind me of brands/products seen advertised on TV
  • 46% say billboards bring new products and information to my attention
  • 40% believe that billboards are an effective way for advertisers to reach me
  • 40% say that there aren’t too many billboards around so they stand out

The study covered campaign recall across various categories, with up to 80% recall for some advertisers.

Billboards in regional Australia offer the opportunity for advertisers to cut through and differentiate their brand.

Contact your oOh! rep to see the full study.

Quantitative study: 1233 online interviews amongst regional Australians