Viacom Outdoor Release New Advertising Research
The longer a person spends with an advertisement, the more likely they are to remember the brand, the ad message and buy the actual product, according to new research published by Viacom Outdoor.
The study, labelled Total Recall, was carried out by TNS and suggests that the amount of time people spend with an individual execution can be as important as the creative when it comes to influencing advertising recall or the propensity to purchase.
It measured prompted and un-prompted recall of the ads, the brand and the detail of the advertising message and gauged responses to visually orientated branding ads compared to more detailed, copy-heavy ads.
Total Recall found that long-exposure ad sites such as cross-track posters on the London Underground typically delivered six times the advertising recall of short exposure ads such as roadside billboards. Ads with a long exposure time were also 14 times more effective at delivering brand recall and four times more effective at communicating detailed advertising messages.
Viacom Outdoor’s Total Recall study follows its launch of Captive Message Time (CMT), a new system that reveals how much time consumers spend with ad messages on different media.
CMT uses media research currencies such as BARB, RAJAR, POSTAR, NRS and MMS, to combine opportunities to see or hear media with the time spent per impact. Looking at the London market, Viacom Outdoor showed that high dwell time advertising sites including LU cross-track 48 and 16 sheet sites and Tube Car Panels account for 31% of the time Londoners spend consuming advertising.
It also showed that the difference in CMT between London radio and TV is marginal, with radio accounting for 19% of CMT compared to TV with 21%. Print media accounted for 24% of CMT while roadside 48 sheets account for 2% of London CMT and roadside six sheets 3%.
Of any media, the research found the London Underground to have the lowest incidence of consumers avoiding ads (33%), while buses (40%) and cinema (36%) also ranked low down on the list of environments in which consumers actively avoid advertising. In contrast, the internet (78%) suffered from the highest levels of ad avoidance.
The London Commuter research also found that London consumers cited the Tube as the environment in which they were most likely to consciously look at advertising (65%), ahead of newspapers and magazines at 64%. London Buses also ranked highly with 56% of Londoners consciously looking at the ads, a comparable figure to viewers in cinemas and ahead of other media such as radio.
“These latest findings are important not just for outdoor but for all media, said Steve Cox, strategic planning director at Viacom Outdoor. “They clearly demonstrate the need to factor in the level of exposure different media achieve when constructing effective advertising strategies.”
Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk