Outdoor And TVC Combined Increases Memory By 42%, Claims Study

Outdoor And TVC Combined Increases Memory By 42%, Claims Study
SHARE
THIS



Australian advertisers can now increase the effectiveness of their out-of-home campaign by more than 40 per cent by applying neuroscience to their creative according to findings of a new ‘Iconic Trigger’ research study.

The ‘Iconic Trigger’ research by Neuro Insights, the world leader in using patented neuroscience technology to measure the effect of advertising and media content, was commissioned by Australia’s largest out of home media company, oOh!media.

The study found that by identifying the most powerful, or iconic, moment in TVC or video pre-roll and applying it to out-of-home environments, advertisers could increase a respondent’s long term memory measure by an average of 42 per cent.

The findings are the result of testing 60 commercials from the past two years with consumers to identify a TVC’s iconic triggers. Further neural testing was then conducted to identify the impact of using iconic trigger images in the out-of-home signage environment compared to other creative executions.

Carlton Draught’s CANNES award winning TVC, The Great Beer Chase, can not only be analysed to understand what the iconic moments are within the TVC but also demonstrate how to utilise these moments on outdoor signage to increase the effectiveness of the campaign by tapping into the viewers long term memory.

CEO of oOh!, Brendon Cook, said the results showed that out-of-home campaigns, using iconic triggers that were identified in their creative, produced more impact by tapping into consumers’ long term memory which is linked to enhancing the overall ROI of a campaign­

“This research provides advertisers with an actionable tool that identifies moments from their TVC or video pre roll, most strongly held in the long-term memory, which we know has a positive impact on ROI,” Mr Cook said.

“Our Neuro Iconic Triggers tool removes much of the creative guesswork and gives clients the brain power to more accurately engage and influence growing audiences in out-of-home environments.

“It works by using the iconic image from the TVC or video pre roll on a billboard or shopping centre ad panel. The image effectively acts as the ‘replay button’ – re-triggering those memories which have been previously stored when originally watching the TVC or video pre roll.

“Using an iconic image dramatically increases long term memory and recognition.”

Peter Pynta, director of Neuro-Insight, said: “Our research and testing has broken new ground by empowering advertisers to yield the best integration between TVC’s and Video pre-rolls with Out-of-home media channels.

“This approach is grounded in decades of neuroscience evidence on the way the brain stores and retrieves experiences – with the recent addition of some very specific TV and out of home advertising campaigns.”

Mr Cook said: “With TVC and Video pre roll being a significant component of most campaigns, the Iconic Trigger contained within the content offers a scientific approach to identify the most effective creative link, or consumer touch points, across multiple media channels.”

“Advertisers can now more confidently plan and buy out-of-home and other media that utilise TVC and Videos”.

The ‘Iconic Trigger’ study follows on from earlier research powered by The Leading Edge “Out-of-home Effectiveness”, which also found that when comparing different formats independently and in combination with each other demonstrated that those using TV and out-of-home together delivered 15 per cent increases in ROI.

Please login with linkedin to comment

outdoor Susan Redden Makatoa

Latest News

The Key To Understanding Your Competitors
  • Opinion

The Key To Understanding Your Competitors

Suzzanne Laidlaw (pictured below) is an internationally accredited business coach, global leader in business planning and author of the new book, “What’s Your Plan?”. In this guest post, Laidlaw argues that examining your competitors might be just as important for post COVID-19 success as examining your own… The industries around you are always changing, new […]

Opinion

by B&T Magazine

B&T Magazine
George Savvides Appointed As SBS Chair
  • Media

George Savvides Appointed As SBS Chair

SBS has appointed George Savvides AM as the new SBS Chair, as announced by the Minister for Communications, Cyber Safety and the Arts for Communications, Paul Fletcher MP, today.  SBS Managing Director, James Taylor; said: “On behalf of the Board and SBS, I’d like to congratulate George on his appointment. Since being appointed as Deputy […]

Tasmanian Paper Rejigs Aussie Map, Moving Victoria Off The Mainland
  • Media

Tasmanian Paper Rejigs Aussie Map, Moving Victoria Off The Mainland

Tasmania’s Hobart-based Mercury has decided to rearrange the Australian map by moving itself onto the mainland and pushing Victoria off. As Victoria’s rise in COVID-19 cases continues, the Tassie newspaper decided to take matters into its own hands and physically banish the state, placing Tasmania between South Australia and NSW instead. Rivalry between Australian states […]

by B&T Magazine

B&T Magazine
QUT Launches Refreshed ‘Real World’ Campaign Via BCM
  • Campaigns

QUT Launches Refreshed ‘Real World’ Campaign Via BCM

QUT’s long-term partner BCM has developed brand and student recruitment campaigns for the university for the past 19 years, featuring real student stories about their QUT experiences and real-world success as graduates. But what makes this year different? To reflect QUT’s vision for 2020, BCM has revisited the ‘classic’ QUT graduate success story formula, but […]

Big Brother & Kargo Team Up In Market-First Branded Takeover Ad
  • Technology

Big Brother & Kargo Team Up In Market-First Branded Takeover Ad

To coincide with the launch of Seven’s Big Brother, creative performance company Kargo has announced the findings of its launch campaign for the program, utilizing the advertising industry’s only mobile, 100% share of voice Branded Takeover solution. Working with a variety of publishers, Channel 7 harnessed Kargo’s Branded Takeover campaign during promotion for the new […]

Stateside Sports Selects Emarsys For CDP Technology
  • Technology

Stateside Sports Selects Emarsys For CDP Technology

Stateside Sports, Australia’s home of United States sports lifestyle, has partnered with Emarsys, the only omnichannel customer engagement platform built to accelerate business outcomes, as it looks to double its customer database and retail presence within the next two years.