Цифровой наружный реклама требует внимания всего одну секунду для роста продаж

A new attention study has found that digital out-of-home requires far less active attention than traditional digital channels to drive immediate sales and build long-term memory encoding. The study, commissioned by QMS and delivered by Dr Karen Nelson-Field’s attention measurement firm Amplified Intelligence, revealed that digital out-of-home delivers measurable brand equity and sales response at around just 1 active second, which is well above traditional digital channels such as social media and digital; display advertising that usually require a 2.5-second active attention exposure threshold. “It ruffles a lot of feathers, the 2.5 second piece, but that is real and I’ve seen that for 10 years. So to see an efficiency come through a publisher where you don’t need quite as much time for the same outcome, I’m pretty impressed,” Nelson-Field told B&T. “I haven’t seen a relationship quite that strong where passive and active work together.” The 2.5 second threshold has been challenged by industry leaders in the past. Analytics Partners vice president Dr Grace Kite believes that a high frequency of fleeting brand exposures can be as effective as as a 2.5 second exposure while P&G’s marketing chief Marc Pritchard reckons that brand encoding requires at least 10 seconds of exposure. Nonetheless, few studies have shown great impact after one second which is partially due to the size of out-of-home screens and consistent branding. Nelson-Field described digital out-of-home as a “bothism platform”, borrowing a term used by Mark Ritson to advocate for ads that can drive short-term performance with long-term brand building. The effectiveness of out-of-home—static or digital—is compounded by strong creative in which the brand is often present at the start of an ad. “With small screens, a lot of brands would rather leave the brand until the last second possible, whereas out-of-home is one of the only media where the brand is present right then and there so that you get value from it,” Nelson-Field said. “Whereas if you did that in a Facebook experience, for example, people theoretically might be offended by it. What I love about out-of-home is that it’s an opportunity for brands to get more for less. It’s a type of advertising that is more about branded moments than lots of empty seconds without branding.” Nelson-Field said that combining emotional creative with good branding is a game changer, but without branding “no one’s going to buy you, regardless of how cute the creative is”. OMD chief planning officer Thad King described the research findings as “groundbreaking” in how it could influence out-of-home planning. “Looking at how we could potentially impact an audience within one second is fantastic for us to know from a planning perspective,” he said. “Marketers are faced with ongoing challenges of trying to drive short-term impact but also grow their brand equity and long-term brand growth. So a channel such as out-of-home that can do both definitely has more appeal and will have a significant role to play as we look to plan for the future.” Passive vs active attention The study, Turning Attention into Brand Equity: Digital Out Of Home’s Superpower, analysed more than 400 hours of footage across nine days, 200-plus campaigns, and more than 12,000 real-time biometric ad views from 300 participants. It found that DOOH has a substantial attention footprint, averaging 24.2 seconds across City of Sydney assets and 13.9 seconds across Large Format roadside billboards. The time-in-view demonstrated that it creates the opportunity to engage, with passive attention working for active attention rather than against it. Sony Pictures Releasing marketing director Ali Lawton said the film production house uses digital out-of-home leading up to the release of a new film to surround its potential audience and then runs work with a call to action when the awareness level of a new release is strong. “What this (study) shows is DOOH has a role to play in building that awareness earlier, and commanding that active attention very quickly, and can have a role earlier in our campaign,” she said. “Similarly, post-release as well. We typically only use out-of-home pre-release. Seeing that strong attention and compel to action means we probably use it once our film is available as a more top-of-mind medium as well.” QMS chief strategy officer Christian Zavecz told B&T that the study not only reinforces what the out-of-home company thought about the channel, but provides far more granular detail about the active and passive attention garnered by different formats, such as driving past a roadside billboard compared to viewing an outdoor ad at a bus stop. “For us, it’s about really understanding how that active and passive works together and how certain assets work together,” he said. “We understand the importance of active attention, but also the importance of not just buying one site for a campaign. You buy a combination of formats and sites, and there’s also flighting and all of these elements that traditional media planners and buyers take into consideration.”