The recent launch of APN Outdoor's world first "Momentum effect" research behaviour, demonstrates the subliminal power of outdoor advertising and how movement is the catalyst in stimulating long term memory encoding.
Liz Farquharson, Managing Director, HOOP Group said: "Once there is a higher level of engagement with the brand this results in a deeper level of memory encoding. Memory encoding can increase recall of a brand, and drive greater brand salience therefore having an effect on consumer brand behaviour."
It's great that we can finally draw a relationship between movement and brand behaviour however let's not forget the importance of crafting the right creative for the right environment.
The OMA (Outdoor Media Association) cites an article from Mediacom, Canada that, "More than any other medium, an outdoor ad needs to be a big yet simple idea, with the mantra 'less is more'."
In a fragmenting and complex communications world, it is apparent that more and more campaigns are using a variety of media. Sadly however, I see exactly the same creative used across different media channels. Somewhere between and media agency and the creative department, the context of the message is so often lost in translation. The real world mind state of a consumer reading a glossy magazine is totally different to a consumer on the move waiting on platform for a train to arrive or driving at 100km/h along a motorway.
Effective creative is imperative for any outdoor campaign and of course research has proven this. The more innovative, intriguing and perhaps humorous the outdoor creative ad is, the higher the level of interaction with the audience. APN Outdoor has developed outdoor creative guidelines. Take a look for yourself – it makes planning an outdoor campaign bullet proof.
It is important to also grow the understanding of what each format brings to the outdoor advertising mix and how the creative design can and should complement it. "Scientific research such as that of Neuro enables us to assist in creating strategic campaigns for advertisers" states Richard Herring, CEO, APN Outdoor, however for the campaigns to be truly effective we need to get the creative right!
Rhiannon Bendeich
APN Outdoor
The AdNews NGen blog: After neuro, what's next?
16 May 2011