INDUSTRY DATA The science behind outdoor advertising
Steve Montgomery looks at how to maximise the return from out-of-home advertising screens and assesses their impact on consumer behaviour
OUT-OF-HOME advertising has undergone a transformation over the past six years. Many new sites have full-motion, networked, large-format screens that can broadcast moving images and content in real time and can even interact with audiences, matching content to the people in the vicinity. A question often asked by advertisers and brand owners is: how can the impact of advertising on these screens be maximised? To answer this question, a study commissioned by Ocean Outdoor scientifically quantifies brain response to investigate and provide evidence of the long-term impact on consumer buying behaviour.
Tests were made to compare different aspects of recognition, including comparing unique and premium locations which on their own might present a ‘wow’ factor. In each area viewers responded better to moving digital displays. “This emotional response tells the brain something important is happening and primes the brain to remember it, resulting in higher levels of memory encoding,” says Heather Andrew, a founder of Neuro- Insight. “Memory encoding is hugely important, because it correlates with purchase intent. This pattern of response, high emotional intensity followed by strong memory encoding, is what characterises the
‘Memory encoding is hugely important, because it correlates with purchase intent’ Heather Andrew, Neuro-Insight
The study was carried out
by Neuro-Insight using a brain-imaging technology called steady-state topography which analysed the advantage, or otherwise, of digital screens over static posters. Four key elements of viewer behaviour were investigated while viewing a selection of advertising sites with static and moving posters, by directly measuring their brain activity: visual attention detected whether people noticed a site; emotional intensity considered how deeply they noticed it; desirability, whether it was a positive event; and finally, the most important, long-term memory encoding, or retention, to check whether they remembered the advert itself. There is little doubt of the
power and engagement of spectacular outdoor digital screens but what has not been quantified until now is the advantage they provide to the brand or advertiser seeking evidence of response, value and return on investment. The tests clearly indicated that in all four elements there is an eight to 10 percentage point advantage in the use of digital displays over static posters.
16 September 2013
effectiveness of these premium outdoor sites.” Tests were also held to
investigate the ‘priming’ effect of adverts: did people respond better after seeing an advert on a digital display before a static one, or vice-versa. “We found that for people
who saw a digital campaign first, their response to viewing the same campaign on another site was higher than would have been expected without any priming effect,” adds Andrew. For viewers of a digital site, the relative strengthening effect on subsequent viewing is around 58% above the expected level. This did not work for static poster sites, where the priming effect is 40% less. The report concludes that digital sites are particularly effective, especially when movement is involved, and the best sites continue to have an impact beyond the initial viewing of them. They assist in priming the brain to respond more positively to subsequent executions from the same advertising campaign, even when these are carried on more standard poster formats.
www.neuro-insight.com www.installation-international.com
VIEWER RESPONSE TO STATIC AND DIGITAL ADVERTISING IN FOUR KEY AREAS
0.9 1
0.8 0.7 0.6 0.6 0.5 0.4 0.3 0.2
0.1 0
Visual attention Emotional intensity Desirability Digital Static
In all four elements there is an eight to 10 percentage point advantage in the use of digital displays over static posters Note: Data referred to full response, 1 = 100% Source: Neuro-Insight
Visual attention Emotional intensity Desirability Memory encoding Digital Static 0.79 0.72 0.87 0.76 0.78 0.7 0.86 0.78
FLEXIBLE DISPLAY PENETRATION OF GLOBAL DISPLAY MARKET (PERCENTAGE OF TOTAL UNIT SHIPMENTS)
100 Priming effect 50 Digital 0 Digital -50
The priming effect on digital sites is around 58% Note: Centre (0) is anticipated level of response to repeat viewing of a campaign without a priming effect Source: Neuro-Insight
Static Static -40 58 Memory encoding
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