A world first study by Amplified Intelligence finds that out of home (OOH) delivers massive amounts of attention – not the fleeting exposures assumed. That has major implications for advertisers and channel planners, says Anne Parsons. So it’s no surprise that QMS’ Australian study is already going global.

New research finds 60 per cent of Australians now prioritise how travel makes them feel over the actual destination itself. That’s a major opportunity for brands to double down on experiences and emotion, says Emily Ross, National Head of Travel, Client Growth & Experience at News Corp Australia.