People are 33% more alert out of home

Research into people’s purpose, mood and mindset, suggests a higher level of alertness when people are Out Of Home (OOH).

The Mindset experiment was run by a consumer insight company, COG Research and Dr Amanda Ellison, doctor of Psychology at Durham University. The research, said to be the first on its kind, analysed 140 continuous hours of monitored skin conductance readings by 20 subjects who also wore eye tracking glasses throughout their day. Matching the skin conductance highs and lows to actions and places in their daily lives, COG and Dr Ellison were able to ascertain that people out of home have a 33% heightened alertness than people in home. Heightened alertness can lead to higher absorption and recall of advertising images.

“This ground breaking research puts numbers to what we all sense, namely that we move around out of home in a sharper and more focused frame of mind,” says Mike Baker, CEO of the Outdoor Media Centre. “That has a real benefit to advertisers, who can use the Active Space to target consumers at different points in their day. Contextual planning is a real benefit of the outdoor medium, and now we know that our audience is one third more attentive.”

COG Research also teamed up with OnDevice Research to measure people’s Mood. 3,563 individuals were researched via their mobiles at different times of day and in different places. A consistently higher percentage of those out of home claimed to be feeling energetic and active, and indeed took action at a higher rate for outdoor ads compared to other media. 23% searched for more information on a mobile device after seeing a recent outdoor ad, compared to 16% for other media.

Guy Phelps, Retail Sales Manager at NEC Display Solutions believes that all owners of digital assets should reap the benefits: “Even the smallest retailer with just one or two screens can access additional revenue streams through new Digital out of Home ad-serving platforms such as NEC’s unique Vukunet software, giving them the opportunity to offer their screens to be part of an attractive network to advertisers.”

Useful links
For more information visit http://www.cogresearch.com or the Outdoor Media Centre http://www.outdoormediacentre.org.uk

NEC Displays – Digital out of Home

Published on: 10/04/2014