New research shows shoppers engage with out-of-home ads
A new face-tracking research study has found that consumers are more open to engage with digital out-of-home ads in shopping centres.
Results of the Clear Channel Outdoor and Kinetic Worldwide research showed that shopper’s relaxed mindset allowed them to pay more attention to adverts, especially at the weekend.
The new face-tracker technology, which followed eye and face contact with advertising displays at the Westfield shopping mall in Tunbridge Wells, also revealed that shoppers are three times as likely to be happy than sad in that kind of environment.
In addition, younger audiences seemed to look at advertising for longer over the 3-week trial period, while older audiences were more expressive when looking at ads.
The new research, which used a HD camera on Clear Channel digital ads to measure contact numbers and duration, age and gender as well as mood expression, also found that men were more engaged by animated marketing campaigns.
In terms of actual ads, animated and scrolling copy worked better than static copy, however, the degree of animation proved crucial to attracting attention, according to the findings. The research found that use of full video or over-elaborate animation had very little additional impact.
Nick Mawditt, global director of insight and marketing at Kinetic Worldwide, said: “The research demonstrates the strong level of consumer engagement for digital out-of-home in malls and tells us what types of ads work best and at what times. The mood data is a real bonus and those advertisers clever enough to target by the mood and mindset of the consumer can really benefit.”
Pip Hainsworth, marketing director at Clear Channel Outdoor UK, added: “Advertisers in the mall environment not only benefit from their proximity to the point of purchase but also from the general happiness of consumers, and their predisposed receptiveness to commercial messages. This research provides proof, not only that digital out-of-home works in attracting attention, but also in keeping consumers engaged.”