1. To reach as many as possible of your desired target market -whether mass or niche is immaterial to the issue; 
2. In as short and as concentrated a time frame as convenient; 
3. In a compelling high attention environment, and 
4. As cost effectively as possible

In today's interactive, digitally enhanced, consumer driven, pan-national media environment, you would not have expected to find a solid reminder of these four basic communication fundamentals emerging from a cutting edge study from the long established Out of Home media sector. Yet the CBS Outdoor study "Europe on the Move" does exactly that.

No need to spend too much time deliberating what nuances of target market you need to reach. Instead just recognize that higher consumer spending is perfectly and very highly correlated with distance traveled. The higher the amount of economic activity the more mobile is the consumer. And the more mobile you are the more Out of Home media you encounter.

It's not only mobile media that benefit. It's also the static, precinct, roadside and travel media that hit that audience. And this applies on a national and trans national basis, delivering large numbers of a key target audience in a short time effectively.

The research evidence on "noticeability" of OOH advertising and the heightened degree of consequent "buying consideration" among the mobile audience is strong. The lack of any comparators of effectiveness across the degrees of mobility (High mileage to Low mileage etc) is a limitation that makes it difficult to fix the value for money equation.

Nevertheless this report highlights one major on-going un-changing media "truth".
 
If you want to reach those high spending highly mobile consumers, the Out of Home medium, especially now with its added digital and interactive capability, is still a serious candidate for the most discerning advertisers' communications budget.

For people on the move - out of home- what was good for Moses all those years ago is still good for today