Contextual outdoor campaigns resonate better
SEEING IS BELIEVING? Personalisation has mostly been the domain of digital advertising.
Dynamic campaigns work well to deliver effectiveness, engagement and generate an uplift in sales, says research.
A new study looking into the power of relevancy in out-of-home has revealed that digital out-of-home (Dooh) campaigns using contextually relevant messaging achieve a more effective audience response.
The 'Moments of Truth' research suggested that this could be as high as an average increase of 17 per cent.
Commissioned by Clear Channel, JCDecaux UK and Posterscope, the study combines three research techniques exploring the most wide-ranging application of neuroscience in Dooh. The research is the largest ever undertaken study to measure the brain's response; it also uses eye-tracking research to measure ad recall, and test and control sales uplift studies to understand how dynamic Dooh drives direct sales response.
Findings from the study revealed that consumers respond better when viewing relevant content in digital - which contributes to a higher recall of advertising and lead to an increase in the sales.
The pioneering study also showed that consumer brain response is 18 per cent higher when viewing relevant content in Dooh campaigns, which in turn leads to a 17 per cent increase in consumers' spontaneous advertising recall, ultimately proving that dynamic digital Out of Home campaigns can deliver a 16 per cent sales uplift. When combined, these findings give an overall campaign effectiveness uplift of 17 per cent. Amid the backdrop of increased investment from both advertisers and media owners, and digital Out of Home now accounting for 53 per cent of Out of Home revenue, 'The Moments of Truth' research has been designed to inform and educate the marketing industry on how to maximise Dooh performance and consumer response.
The three stages of the research looked at how the brain responds to campaigns, ad recall and sales response. Stage one focused on the brain's response, with research conducted by neuroscience research company, Neuro-Insight, which wanted to expand our understanding of advertising at particular moments. This section considered why content featuring individual dynamic data triggers, such as location or live updates, is more effective at driving increased brain response.
Stage two measured ad recall and a brand's creative rating. The research for this section was conducted by Research Bods, using its online webcam eye tracking software. This part of the research demonstrated that advertising at relevant moments and with relevant content would attract attention to advertising and improved brand and creative ratings.
The final party of the study highlighted what response could be generated on the sales side, exploring whether applying the most relevant content and moment in the real world would drive a consumer action. When compared with the traditional singular Dooh creative approach.
Glen Wilson, managing director at Posterscope, said: "The ability to deploy truly dynamic content across thousands of high quality networked digital screens is probably the most significant step forward for OOH since the arrival of digital screens over a decade ago.
"Its potential is still significantly underestimated, with media spend on dynamically-enabled digital OOH representing only about 8 per cent of all Dooh campaigns. We've always believed in the power of dynamic and seen amazing results from clients that have embraced it. This research proves beyond doubt that dynamic campaigns work well to deliver effectiveness, engagement, and most importantly, generate an uplift in sales."