Where we place our OOH ads builds brands, says Neuro-Insight’s Pynta
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Next month, QMS will unveil a landmark neuroscience investigation that demonstrates how the attributes of digital large format billboards help define their own unique personalities and what this means for the brands that advertise on them.
Some of Australia’s most senior marketing and agency leaders from the likes of Suncorp, Domain, Renault, Flight Centre Travel Group and Ladbrokes will be on hand to discuss the research findings at exclusive free breakfast events in Sydney, Melbourne and Brisbane on May 8, 9 and 14 (respectively).
Simply fill out the form at the bottom of this page to register your interest to attend and see our at-a-glance guide further down for more details. We’ll be in touch shortly if you’re successful.
Before the unveiling, Neuro-Insight’s Peter Pynta, who helped compile the research, previews what attendees can expect to learn.
There’s been a renaissance in context, which is the power of association. Sponsorship thrives on that notion. It lets brands be perceived as smarter, cooler or younger, say. Essentially, you are defined by the company you keep. But one’s media surroundings also provide the context upon which your message is processed. Brands need to foster specific exclusive attributes to help them own a piece of customers’ minds.
Our research cloaks the media discussion in a whole new light and gives it a whole new language, beyond just reach and frequency. Now it’s possible to place advertising on sites that match the values you want to gain. Maybe it’s ‘premium’ or ‘exciting’ or ‘community’? And that could be for the whole brand or on a granular level. Apple wants to be known for ‘innovation’, but it wants its new iPhone to be defined by its camera. Now we can measure gaining those attributes very, very accurately.
How did we do it? Using a combination of an implicit technique and neuro measurement (known as nPlicitTM) enabled us to understand individual site personalities and the resulting influence they have on the brands who advertise on them, giving a kind of halo effect.
The result is now OOH owners have the potential to match brand objectives to the sites that offer those intrinsic attributes. Of course, reach and frequency is still relevant, but we’re seeing a huge appetite to understand context. Brands don’t want to get lumped together as commodities. The quicker they can break that nexus and get onto something more interesting, the better for everyone.
If I asked you whether an OOH site you saw on the way to work had an impact on you, then you’d probably say no, because nobody wants to admit advertising has an effect. Advertising and branding don’t impact you necessarily at a conscious level, so a lot of these issues are either challenging to quantify and measure or impossible. So, we have to tap into the subconscious – your response to stimulus during what we call the window of exposure. It could be a split-second or a ten-second exposure to a particular ad on a journey driving down the street.
We measure brain activity every second during a journey, and we measure whether the creative has been committed to long-term memory. Through nPlicit, we also look at the speed of reaction time. Can you match the brand to a specific attribute? The faster you can respond, the stronger your association is. It measures the strength of the association between two things.
The advertising industry is seesawing between experience and exposure. The exposure part of the equation has runoff at the expense of the experience. Getting a hit on the consumer has become highly digitised, especially with all the ways of measuring media. The other part of the equation is experience. Is creative engaging? Is it being taken in? Is it within the right context? It’s easy to get seduced by simply pressing a button and letting the computer do the rest.
The challenge with bringing that equilibrium back is actually how do you measure the experience? How do you measure the human condition when it comes to advertising? And how do you measure the personality of an environment to the degree that you can quantify it? But today, if I can get a campaign’s communications objective matched to its environment, it means I’m profiling the actual media content as well as the individuals.
See the full list of guests below, and fill out the form at the bottom of this page to register your interest to attend.
*By agreeing to this invite, you consent to further communication from Mumbrella and QMS.
Events at a glance
Sydney (May 8)
Speakers
- Mark Coad, CEO, PHD
- Emily Murren, national brand manager, Domain
- Peter Pynta, director of sales and marketing, Neuro-Insight
- Sue Squillace, Australian CEO, Spark Foundry
- Ryan Hedditch, national head of strategy, Posterscope (Dentsu Aegis)
DATE: Wednesday, May 8, 2019
TIME: Registration from 7:30am, Breakfast presentation from 8:00am – 9:30am
VENUE: Beta Bar & Gallery, Level 1, 238 Castlereagh Street, Sydney
Melbourne (May 9)
Speakers
- Terri Golder, GM marketing communications and product, Renault
- Simon Lawson, general manager, PHD Melbourne
- Peter Pynta, director of sales and marketing, Neuro-Insight
- Michelle Martinis, executive manager – group brand properties, AAMI/Suncorp Group
DATE: Thursday, May 9, 2019
TIME: Registration from 7:30am, Breakfast presentation from 8:00am – 9:30am
VENUE: Metropolis, Level 4 (access via upper level), 3 Southgate Avenue, Southbank
Brisbane (May 14)
Speakers
- Anna Burgdorf, general manager product and marketing – premium brands, Flight Centre Travel Group
- Adam Hickey, agency director, IKON Communications
- James Burnett, CMO, Ladbrokes Australia
- Peter Pynta, director of sales and marketing, Neuro-Insight
DATE: Tuesday, May 14, 2019
TIME: Registration from 7:30am, Breakfast presentation from 8:00am – 9:30am
VENUE: Howard Smith Wharves, 5 Boundary Street, Brisbane