JCDecaux Unveils Neuroscience Research Into Travellers & Airport Advertising

JCDecaux Unveils Neuroscience Research Into Travellers & Airport Advertising

A new study carried out by  JCDecaux New Zealand and neuroscience research company Neuro-Insight reveals travellers are more receptive to advertising in the airport due to the uniqueness of the experience, space and emotional intensity of air travel.

The Airport Mindset Study conducted late last year aimed to understand the emotional mindset of passengers during a typical airport traveller experience, and measure how JCDecaux AIRPORT touchpoints influence travellers throughout their journey.

Matt Kum, National Sales Manager – Airport, JCDecaux New Zealand, said: “Emotions run high when you are in an airport – from checking in and clearing security, through to shopping and dining while waiting for your flight. It’s this heightened emotional intensity that leads to high levels of memory encoding.

“This is a powerful insight, as memory encoding equals memory storage, which is proven to influence future behaviour. Our brains store information for future use, so in a moment of need, such as when faced with a purchase decision, the brain recalls detail. With 95 percent of decision making driven by the sub-conscious*, media channels that deliver high levels of memory encoding, including airport advertising, present a great opportunity for brands.”

Brian Hill, General Manager, APAC Neuro-Insight said the results are significant for how this influences subsequent consumer behaviour. “The high memory encoding scores tells us that advertising in airport environments create new memory structures, or reinforce existing ones, that build mental availability and drive future consumer behaviour.”

The study also found that memory encoding in the airport is comparable to that of other media channels studied by Neuro-Insight, proving the airport environment is an effective platform to drive memory encoding, or assist memory encoding for an omnichannel advertising campaign.

The study observed a unique neuro-state during the airport experience of changing between detailed memory encoding – capturing micro elements such as facts, details, words or price – along with global memory encoding – capturing macro elements such as meaning, connotation and feelings.

Victoria Parsons, Senior Insights and Strategy Specialist, JCDecaux New Zealand said these findings will be valuable for advertisers: “The airport environment is highly effective at driving meaningful connections with brands but is also strong at encoding the key messages within the creative. Using creative that has a mixture of imagery, faces and text, will enhance effectiveness of airport advertising as the brain switches between detailed and global memory encoding.

“Brands that are present on high performing Large Format sites on the airport approach will prepare customers’ subconscious to be more receptive to similar creative as they pass through the airport terminals. Investing in multiple airport Out-of-Home sites can help to encode many different aspects of the creative to support both a long-term meaningful connection with a brand, or to encode a more detailed short-term activation. Large Format external airport sites also reach drop-off and pickup audiences as well as those travelling through the precinct, with impactful communications.”

Key implications for brands:

  1. Airport touchpoints over-deliver memory encoding, building mental availability for brands and driving future consumer behaviour
  2. A combination of different airport assets delivers versatility in memory encoding bias reflecting the unique neural-state of the journey
  3. Key airport touchpoints produce high emotional intensity which, when taken advantage of, will drive stronger detail and deeper connections for brands
  4. Brands that use external Large Format assets create more mental availability and this is likely to enable the subconscious to process the creative within the terminal quicker.



Please login with linkedin to comment

JCDecaux

Latest News

Albo Responds To Meta: “Not the Australian way”
  • Media

Albo Responds To Meta: “Not the Australian way”

Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News
  • Media
  • Technology

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News

The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]

FIVEAA Unveils Refreshed Brand Identity
  • Media

FIVEAA Unveils Refreshed Brand Identity

NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]

Fabulate Wins Big At AiMCO Awards
  • Marketing

Fabulate Wins Big At AiMCO Awards

Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10
  • Media

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10

Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]