APN study says moving ads are more effective than stationary ones

Outdoor company APN Outdoor has launched the results of a major piece of research which is says demonstrate that the eye is more drawn to ads that move, such as those on buses, compared to stationary banners.  

The research was carried out by Hoop Research and neuroplanning specialist Neuro-Insights.

The study – named Momentum – saw a panel of 126 participants strap on a brain scanning cap while they were shown a 12 minute video of a typical consumer journey. The video included identically sized bus posters, that were on both still and moving vehicles.

The researchers looked for greater brain activity when viewers looked at moving buses compared to those that were stationary.

Accordign to the research, engagement was up to 45% higher at its peak.

Liz Farquharson, MD of Hoop said: “It was clear that moving bus advertisements elicit a greater level of engagement.

“Once there is a higher level of engagement with the brand we found that this then results in a deeper level of memory encoding. Memory encoding can increase recall of a brand, and drive greater brand salience”.

This week sees a major sales drive begin from APN with a series of presentations to media agencies. The presentation includes a video created for APN by media agency razor and sister creative agency Us Sydney.

tim burrowes apn brainscanDeclaration of interest: The launch of APN’s research is supported by an ad campaign running on Mumbrella among other trade titles. APN also took Mumbrella editor Tim Burrowes to Melbourne to see the research presentation.


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