Each year, Dentsu's out-of-home agency Posterscope conducts its Outdoor Consumer Study that zeroes in on a range of sought-after demographics. Tech-savvy consumers—people who describe themselves as such, love to buy tech gadgets and also give tech-related advice—are among the most coveted.
The OCS study was able to target these consumers to gain information about their online habits and behaviors.
"At a time when the omni-connected, tech-savvy consumers are bombarded with constant advertisements, OCS provides the necessary data for selecting out of home in places where our clients can engage their audiences," said Posterscope USA svp, director of insights Clare-Marie Panno. Best of all, these consumers are ready and willing to shell out cash.
This story first appeared in the May 23, 2016 issue of Adweek magazine.