Higher Alertness Levels Can Lead To Higher Absorption and Recall of Advertising Campaigns
UNITED KINGDOM — A new study released today underscores the effectiveness of OOH media. The Outdoor Media Centre, a UK-based trade body for outdoor media owners, have just announced the results of a new research study on consumer mindset outside the home environment and found that consumers out of home have a much higher level of alertness compared with those at home.
The research study was developed by COG Research, a consumer insight company that measures what people think, feel and do to gain insight into likely future behavior, and Dr. Amanda Ellison, doctor of Psychology at Durham University. COG’s Mindset experiment analyzed 140 continuous hours of skin conductance readings by 20 subjects who also wore eye tracking glasses throughout their day.
Matching the skin conductance highs and lows to actions and places in their daily lives, COG and Dr. Ellison were able to ascertain that people out-of-home have a 33% heightened alertness than people in home. Heightened alertness can lead to higher absorption and recall of advertising images.
COG Research also teamed up with OnDevice Research to measure people’s mood. The study followed 3,563 individuals via their mobiles at different times of day and in different places, and found that a consistently higher percentage of those out-of-home claimed to be feeling energetic and active—and indeed took action at a higher rate for OOH media compared to other media. 23% searched for more information on a mobile device after seeing a recent outdoor ad, compared to 16% for other media.
COG’s research finding were presented at The Active Space event in the Royal Institution’s Faraday theatre. Faraday was a major contributor to the science of conductivity. Two other new research studies were also unveiled at the same time. Dipsticks Research study on Purpose revealed that 7 in 10 people on the street are in active purchase mode. And, 6 in 10 buy things they were not expecting to buy. In addition, 8 in 10 admit to always carrying money on them.
“This ground breaking research puts numbers to what we all sense, namely that we move around out-of-home in a sharper and more focused frame of mind,” says Mike Baker, CEO of the Outdoor Media Centre. “That has a real benefit to advertisers, who can use the Active Space to target consumers at different points in their day. Contextual planning is a real benefit of the outdoor medium, and now we know they our audience is one third more attentive.”
The Outdoor Media Centre recently launch Outdoor to the Power of 5, an industry-wide initiative devised jointly by OOH media owners and outdoor specialists, that highlights 5 benefits of outdoor which are being demonstrated to advertisers and media planners in a series of events in 2014.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media