The Hypnotic Power of OOH
Contact Insight
Saskia Philip
Snr Audience Research Executive
0207 478 2292
saskia.philp@clearchannel.co.uk
What did we want to investigate?
This research, in collaboration with Kinetic Worldwide and Bangor University, was conducted to investigate the power of influence that out-of-home advertising generates for consumer brands. The results of this pioneering academic research proved that out-of-home advertising had a clear impact on consumer brand choice.
How did we do it?
High streets in Brighton and Reading were selected to carry advertising for brands that were not advertising out-of-home nationally. Each location was posted with separate advertising messages to the other. Using these test and control location samples the study was able to isolate the influence that the advertising had on the different product categories tested.
The Jigsaw Technique
The study used a research technique pioneered by Professor Jane Raymond of Bangor University, Wales. Respondents were shown jigsaw pieces of advertising that had run specifically in the test locations. These jigsaw pieces were prompts to identify associated memories.
This unique Jigsaw test was specifically designed to tease out the respondent’s ability to process encoded information from tiny fragments of the advertising creative. Respondents were asked to choose from three images, which one they felt was most appropriate to them or best represented a communication objective relevant to each ad. The results showed how choice was heavily correlated to advertising exposure even though they were unaware of the reasoning for the tests.
If you would like to see the results please contact research@clearchannel.co.uk
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Wed, 16 May 2012 08:55:02 +0000