A GALERIA.ag it’s at JCDecaux carried out an unprecedented study on the efficiency and impact of the media out-of-home (OOH). Conducted in partnership with neurotechnology specialist Forebrain, and using neuroscience methodologies based on research from the School of Psychology Birbeck College in the United Kingdom and the Federal University of Minas Gerais (UFMG), the experiment was designed to assess the levels of attention generated by pieces shown in the outdoor media. The study allowed differentiating performance between traditional and innovative formats, as well as deepening the analytical understanding of creatives.
Held from July 1st to 11th of this year, with 200 people over 18 years of age, in São Paulo (SP), the survey took into account the Itaú Virtual Card and VivoPlay campaign, by Vivo, both developed by GALERIA.ag from of its specialized hub in the medium, Vitrine. When comparing the pieces, the study indicated that innovative formats in OOH had a 15% higher view rate and 42% more engagement. The result reinforces the use of innovation in outdoor media.
In addition, the study allowed the understanding of more than ten attributes connected to the brand, such as: the perception of relevance, identification, trust and transformation. Something that will allow to build a powerful base of evaluations in the near future.
Paulo Ilha, Chief Media Officer and founding partner of GALERIA.ag, explains:
“For a medium that historically relies on very traditional metrics and little innovation in measurement, we are always looking for experimentation and new different ways to generate insights to add greater value to the medium.”
Currently, the agency is the largest buyer of OOH media in Brazil and has in its structure the Vitrine hub, a unit specialized in the medium, where it serves advertisers such as Vivo, Itaú Unibanco and McDonald’s with vast know-how and resources dedicated to outdoor media.
To complement and add even more efficiency to the surveys, customized studies were carried out for each advertiser, seeking to deepen the evaluation. For Itaú, for example, a study of brand lift (level of interaction between the brand and the public through an advertising campaign) where it was possible to deepen association, consideration and loyalty with the brand. Essential data to expand the understanding of the creative and format.
Among the respondents, the campaign presented lift greater than 70%, more than 22 percentage points compared to the Control group, that is, the Exposed group, which had contact with the advertising piece, generated a result of greater impact than the group that had no contact with the piece, but shared a similar profile of respondents.
For Vivo, the study prepared by Offerwise allowed a better understanding of the recall and stimuli from the campaign pieces – also taking into account traditional and innovative formats. Among the respondents, 94% said they were more impacted by the innovative piece compared to the traditional piece, and 93% said they wanted to talk to other people when they came across the pieces on the street.
Ana Célia, director general of JCDecauxit says:
“The study helped us to prove that the public is more attracted to campaigns and communications that speak directly to them, that are creative and that instigate a unique experience. Motivating this interaction through creativity allows brands to create ever closer and lasting relationships, attracting new audiences and retaining their customers. It is another step to further enhance OOH, which is now the fastest growing media in the country.”
OOH media has been gaining more and more relevance in campaigns undertaken by brands. According to data recently released by Cenp-Meios, investments in advertising in Brazil reached R$ 8.3 billion in the 1st half of 2022, of which R$ 886.1 million (10.7% of the total) were invested in outdoor media, one of the media that had the highest growth (3.19%) compared to the same period last year.
Study Methodology
For the research developed in partnership with Forebrain, the methodology of Eyetracking to track people’s eye movement, time, attention and viewing position. In this way, it was possible to monitor the attractiveness levels of the piece, through the consumption time that each ad retained from users (Engagement Rate), and the percentage of people who viewed the piece at least once (View Rate). The study also has neuro-associative tests that, through implicit and explicit responses, allow us to understand which attributes of the piece were perceived, making it possible to understand the rational and emotional points.
The study carried out in partnership with Logan, to evaluate brand lift, collected data from datapoints geolocated and self-application questionnaire sent to the consumer by cell phone. The total sample included 642 respondents aged 18 years or over, living in São Paulo, from all social classes. The analysis took into account campaign understanding parameters, being association, consideration and loyalty.
Finally, the study developed in conjunction with Offerwise, built its analysis from data from an online self-administered questionnaire. For the study, two groups of 150 participants aged 25 years or older, living in São Paulo, from all social classes were divided. The analysis took into account parameters such as the evaluation of campaign stimulus, impacts, awareness and probability of signing the product.
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