Subtle animated outdoor ads are most effective

Subtle animated outdoor advertisements resonate better with audiences according to a study by Kinetic Worldwide and Clear Channel Outdoor.

Clear Channel Outdoor
Clear Channel Outdoor

The two agencies joined forces to research moods and engagement with digital out-of-home media in shopping centers.

The project aimed to provide both outdoor media agencies a better understanding of consumer behaviour and interaction with out-of-home media and more accountability for advertisers.

The study found that while animated campaigns worked better than static copy, full video or overly-elaborate animation had little impact.

It also found that even during busy periods on weekdays average contact duration was well above the Postar definition of conscious engagement.

Contact duration was extended during weekends as consumers have more attention to adverts.

Younger audiences were also found to look at the advertising for longer, while older audiences were more expressive.

Women were found to be happier than men in the shopping environment, but men were more engaged by animated campaigns.

Nick Mawditt, global director of insight and marketing at Kinetic Worldwide, says: “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, adds: “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.”

The project used face-tracking technology to track eye and face contact with advertising displayed at a Westfield shopping centre.
Yesterday, Clear Channel reported a loss of $47.8m (£32.1m) for the three months ending 31 March, a much smaller decline than the $87.9m (£58.9m) loss in the same quarter the previous year. Revenue rose 5% to $608.8m (£408.2m) from $582.2m (£390.5m).

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