JCDecaux has released results from a new eye-tracking study in New Zealand that confirms its large format billboards outperform competitors’ formats and sites and deliver strong brand recall for advertisers.
Conducted by eye-tracking company AccessHQ in Auckland, the study was designed to address advertiser concerns regarding the viewability of different media channels, in this case, outdoor formats and their ability to attract audience attention.
Participants in the study wore scientifically developed, discreet eye-tracking glasses to record their eye movements as they were driven along two different commuter routes.
The recorded data was correlated with infrared eye-tracking of their pupil position to understand viewing and engagement with outdoor advertising in a real-life situation.
Eye-tracking is a powerful tool for exploring how people respond to and interact with outdoor advertising and its influence on the buyer decision making process.
Access HQ’s GM customer insights and eye-tracking Greg Barnett said: “Eye-tracking allows us to see through their eyes in an unobtrusive way.
“We see what they see and are able to record and evaluate that behaviour”.
Participants were not aware they were taking part in a study for outdoor advertising to allow the capture of natural behaviour but were familiar with the route to ensure the experience reflected the journey of a regular commuter.
The high traffic routes around Auckland covered a range of precincts including retail, business, industrial, entertainment, CBD, motorway and the airport.
A selection of outdoor advertising from both JCDecaux and competitors allowed participants to see a balance of formats and locations with 683 opportunities to see JCDecaux sites and 578 opportunities to see competitor sites.
Of the 1,750 total views analysed, JCDecaux sites across all precincts were shown to be more viewable than competitors, delivering greater attention and high recall.
The research results comprehensively demonstrate that JCDecaux’s high-quality, large format sites are more memorable, more impactful and inspire audiences to engage with brands.
In addition to real-time eye tracking, participants were interviewed immediately afterwards and 75 per cent of respondents correctly named JCDecaux advertisers they had seen on the route, unprompted.
When prompted with a list of advertisers, 96 per cent correctly named JCDecaux advertisers seen on the route.
JCDecaux New Zealand country head Mike Watkins said: “The results prove that superior network quality and strategic placement of JCDecaux sites command greater attention across all precincts tested.
Proximity to traffic lights, panel orientation and full viewability are key to our offering”.
Watkins continued: “JCDecaux’s philosophy and strategy is about deeply understanding our audience and creating memorable campaigns for advertisers to connect in meaningful ways.
“This study is another example of the focus we have on global innovation and insights at JCDecaux and we are bringing that expertise to the New Zealand market”.
The eye-tracking study also showed the overall attention score for JCDecaux digital large format sites (58 per cent) out performed competitor sites (57 per cent) for pedestrian audiences.
JCDecaux large format sites outperformed street furniture across all metrics among people travelling in cars.
Auckland was chosen for the study as an innovative, globally connected city representing 33 per cent of the New Zealand population and 38 per cent of National GDP.