UK, 3rd March 2009 – Results from Kinetic’s digital out-of-home research prove that digital posters attract more attention for longer periods of time than printed posters.
Results showed that twice as many people looked at the digital poster for an average of 60% longer than the static poster. At times, this figure rose to three times as many people looking for twice as long.
In a world first, cameras measuring people who looked at the posters were mounted on the posters themselves and so measured exposure of them by moving people. Cameras were also used to measure footfall and direction of passers-by. Using technology developed by audience measurement technology specialists TruMedia, the research was able, for the first time, to identify how many people looked at digital versus static creative executions, and for how long, in a real-life, real-time situation.
The trial was conducted in partnership with Titan at London Bridge station across an eleven-day period. Titan provided the resource to install the panels and cameras supplied by True Colours Distribution, as well as creative content management and scheduling facilities.
Three different versions of the digital poster were run: the first was static, the second with the text and packshot animated, and the third where all aspects of the artwork had movement. The copy used was designed specially for the test by digital creative and production specialists Grand Visual and featured a real brand. The standard poster followed Kinetic guidelines for the most effective use of creative in a pedestrian station environment.
The research shows that while basic animation (the second version) increases the number of people viewing the poster by almost 30%, further animation (the third version) does not necessarily lead to further engagement. A loop of advertisers attracts the most glances for the longest time, suggesting that a regular change in creative style and content keeps people interested.
Mark Taylor, Digital Signage Business Development Manager at True Colours, said: “This is a hugely important trial involving two key elements: digital versus static poster and the use of audience measurement technologies to provide accurate data for people count and viewing patterns. True Colours was delighted to be able to provide digital signage hardware to Kinetic and Titan to assist with this research.”
Ivan Clark, Kinetic’s Director of Digital and Creative Solutions, said: “The number one question advertisers have about digital out-of-home is the difference in the number of people looking at it compared to standard posters. This robust study, using the very latest technology, proves the additional effect of digital media. Our findings are hugely significant as they allay concerns advertisers may have had about the value of ‘sharing’ space with others.”
Nick Mawditt, Global Marketing and Insight Director at Kinetic, said: “We believed it was vital to research people’s genuine reactions to digital out-of-home in its real environment. To do this, the people we studied had to be moving and they had to be unaware that the research was taking place. The technology has allowed us to achieve these aims and so the results are a big step forward for the out-of-home industry as we work together to understand the real value and how best to use and develop digital media.”
About the study:
Kinetic worked with Titan, TruMedia supplied by True Colours Distribution and Grand Visual to fulfil the project. TruMedia’s technology does not identify or record individuals looking at the poster, only the angle of their face to the poster to allow them to determine whether or not someone looks at it, and for how long. No images are ever recorded, and no identifiable data is extracted.
About TCD:
Based in Yateley, Hampshire, True Colours Distribution is the UK’s leading technical AV distributor. Its digital media division is home to brands such as dZine, Samsung, NEC, Panasonic, Cabletime, Magenta Research and TruMedia. To find out more, visit www.true-colours.net
About Kinetic:
Kinetic is the leading Out Of Home media agency that understands how to communicate with people on the move. Kinetic plans and buy all forms of media when the target audience is out of home. Kinetic, led by global CEO Eric Newnham, is 50% owned by the Kinetic management team and 50% owned by WPP. Kinetic delivers wide-ranging specialist expertise through its complementary service divisions including Aviator, Joule (formerly Kinetic Mobile), Kinetic People, Kinetic Intelligence, Zone and Hi Resolution. Kinetic employs over 900 professionals across 42 offices including the UK and US. The agency has global billings of US$4.4 billion. www.kineticww.com
About TruMedia:
TruMedia Technologies Inc. is the leading provider of real-time, automated audience measurement solutions for the out-of-home display industry. Its proprietary and field-tested video analytics technology measures visual attention towards posters, digital signs, TV monitors, display windows and in-store product displays. The company’s solutions accurately track exposure to media, advertising and merchandise and can be used to proactively change content. The company’s privacy policy ensures that it will not record, share or store any images or personally identifiable data. www.tru-media.com