APN Outdoor has joined forces with research companies The Lab and Neuro-Insight to discover the formula behind the power of movement in outdoor advertising – to be known as the ‘Transit Factor’ – through a new study.
The study paired ethnography, observing real people in their real world, with neuroscience, studying the brain’s reaction to stimulus, to compare and identify the key differences between static and moving advertising.
Following on from APN Outdoor’s previous studies, such as #myrealworld in 2015 and Media Attention in 2016, the study promotes the case for outdoor to be the centrepiece of more media campaigns, in particular the power of movement achieved with transit.
APN Outdoor CEO Richard Herring said: “We are proud to promote this unique research collaboration in market. APN Outdoor have no peer in market when it comes to transit, and we’ve known for many years that transit advertising works.
“We know people see it multiple times a week, we know that it delivers incremental reach, we know audiences are continuously growing and clients love it. What we needed to do was reinforce these attributes and prove to our advertisers why.”
Neuro-Insight’s Peter Pynta, who helped lead the research collaboration, said: “This is the first time we have ever combined such different methodologies – observing real people’s behaviour in the real world with science to substantiate claimed behaviour with neuroscience, proving beyond a doubt moving ads ignite the brain like no other formats.”
“The study analysed over four billion data points, with subjects exposed to moving and static ads, and the only relative difference was movement. Movement increases memory encoding in the brain and memory encoding increases ad effectiveness. And transit advertising is 20 per cent higher than all other outdoor formats when it comes to memory encoding.”
The Transit Factor was launched to over 300 advertisers last night at an event in Sydney.
Adelaide-based creative agency KWP! brings more than one hundred volunteers together in an onscreen battle against life threatening diseases for the sequel to The Hospital Research Foundation (THRF) Group’s ‘Together Fight’ campaign. Two 30-second TVC’s feature the return of ‘The Beast’, who comes up against a young patient and army of real-life patients, researchers, staff […]
Triton Digital has released its monthly rankings of the top 100 most popular Australia podcasts, revealing several new entries to the list, a few movers and shakers, and a cautionary tale (or two). Audioboom’s Casefile True Crime again takes home the bacon as Australia’s most popular podcast for March after releasing five episodes during the […]
Today, Blis, the pioneer of privacy-first location-powered advertising, announces the launch of its new playbook, ‘Preparing for a privacy-first world: your personal guide to getting impersonal’. This educational playbook complements the company’s global ‘It’s nothing personal’ ad campaign launching today, to create awareness about the need for a privacy-first approach. Changes to IDFAs and cookies will fundamentally […]
Following a competitive pitch, independent agency, Archibald Williams has won the atWork Australia account and been tasked with launching the new employment services campaign, highlighting that work is for everyone. This is the first time atWork Australia has used the services of an agency for above the line messaging. Archibald Williams will handle TV, OOH, […]
Leading Australian podcast agency, The Peers Project, has partnered with global e-commerce company, Shopify, to amplify diverse millennial voices through the podcast series ‘Peers2Peers’. The 150 episode podcast, powered by Shopify, showcases the entrepreneurship and personal journeys of inspiring millennial leaders from across the globe. The podcast provides real life advice from young leaders and […]
Despite a strong launch on Sunday night, Dancing With The Stars: All Stars had a drop of 186,000 for Monday night’s show, ultimately waltzing away with 558,000 viewers. Episode two introduced a new group of competing celebrities and saw model and actress Erin McNaught get eliminated after her Viennese waltz failed to win over the […]
David Beckham has been announced as the new global brand ambassador of Maserati and has revealed his first work for the famous Italian marque. The accompanying TVC sees Beckham, 45, doing donuts in a Miami parking lot with his new Maserati SUV, the Levante Trofeo, all while dressed as an extra from Miami Vice. The […]
Barilla repositions itself on a global level with a new Global Brand Campaign signed by Publicis Italy, which puts emotions back at the core of its communication and marks a new strategic path for the brand worldwide. As in the memorable campaigns of the past, the brand speaks to people’s hearts giving a special value […]
Tribal Australia, part of DDB Group, has hired Colin Jowell (left in main photo) as its first-ever chief strategy officer, further bolstering its strategic capabilities and credentials. Jowell was most recently at KPMG as part of the consultancy firm’s Customer, Brand and Marketing advisory. Jowell first joined KPMG in 2018 following its acquisition of UDKU, […]
Initiative Melbourne has won a competitive pitch for the national Plush Sofas media account. The assignment is effective immediately. Plush Sofas is a national retailer founded in Victoria over 20 years ago with a retail network of 46 showrooms across Australia. It is the leading sofa and lounge specialist, known for high-quality products, customisable range, […]
H&H Group (parent company of Biostime, Swisse, Solid Gold, Dodie, Good Goût, and Aurelia Probiotic Skincare) stands for Health and Happiness, a sentiment that extends to everything they do. To celebrate these values and the Group’s shared culture across their teams in Asia-Pacific, Europe, North America and Oceania, the Group has partnered with creative studio […]
One of Asia Pacific’s most experienced human resources leaders, Jean-Michel Wu, has been appointed Head of Talent at TotallyAwesome. The new position will see Jean-Michel Wu work with TotallyAwesome CEO, Will Anstee, and a growing regional management team TotallyAwesome provides a forum for kids, teens and families to safely interact with brands across thousands of […]
Cannes Lions has today announced its jury line-up of global experts selected to award the world’s very best creative work and benchmark excellence this June. The Lion-winning work will be announced and awarded during Cannes Lions Live, a fully digital experience, running from 21-25 June 2021, that’s included for free as part of the new […]