APN study says moving ads are more effective than stationary ones

Tim Burrowes

May 9, 2011 12:27

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.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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1 COMMENTS

Dario Paolini 10 May 11

It always worries me when a company engages in research for the benefit of its own products or services.

I don’t dispute the results. It makes sense that a moving ad will capture attention earlier and therefore have longer exposure and greater recall. I just find it hard to swallow that it comes from APN, who are trying to sell that ad space!

Nonetheless, this kind of thing happens across all industries and good on them for backing up their claims with some hard data and interesting marketing.

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