Contextually Relevant Advertising 19% More Effective Says @Adshel
Adrian J Cotterill, Editor-in-Chief
Adshel, together with world leaders in neuroscience research Neuro-Insight, this week released findings to a neurological study which aimed to determine campaign effectiveness and impact from contextually relevant advertising across digital out-of-home.
Knowing that contextually relevant advertising is one of the most difficult things to quantify, Adshel invested in undertaking research that went beyond a standard research methodology to delve deeper into the mind.
The Context Effect study monitored brain activity of respondents who were served advertising that was both in and out of context at different times of the day. To determine the effect of context, respondents were matched to the right time, mood, behaviour and environment relating to particular internal and external factors.
Overall, the study found that across all neuro measurements, contextually relevant advertising was 19% more effective than non-contextually relevant advertising.
In addition, when respondents were shown advertising in context, their visual attention, emotional intensity and engagement toward the ad increased. This led to greater memory encoding which ultimately influences consumer behaviour.
Neuro-Insight sales and marketing director Peter Pynta told us “Context is one of those aspects of advertising that most people say ‘it makes sense’, but is very difficult to quantify. That’s because context is often a passive, unconscious filter that consumers are unaware of and one that they couldn’t consciously articulate in a survey.
“By measuring the power of context, we’re paying full respect to the chemistry between message and medium. These days, clients are looking to cut-through the clutter. Context can now deliver this. These context effects are quite significant.”
Adshel group sales and marketing director David Roddick added “With the launch of Adshel Live we’ve created an opportunity for advertisers to reach consumers with relevant messages at scale. This coupled with dynamic messaging giving advertisers’ full control to adapt to business needs is a powerful proposition and it’s all part of the package.”
Adshel Live is a combination of high-impact digital screens showcasing messages with optimum definition and in the best locations to be seen across Australia’s five capital cities.
Note that Heather Andrew, founder and CEO, Neuro-Insight UK, will be speaking at The DailyDOOH Investor Conference, November 4, 2015 on the topic of ‘How Neuroscience Makes Advertising Smart’ which explores this ground-breaking research further.
Registration for The DailyDOOH Investor Conference can be found here.
About Adshel
As a leading out-of-home media company, Adshel allows advertisers to connect, engage, and influence commuters where they work, live, shop, and play across Australia and New Zealand. Formed in 1997 as a joint venture between APN News & Media and Clear Channel, it has grown into one of the most recognized names in street furniture. Recently, Adshel has expanded its digital portfolio, offering new opportunities for advertisers, similar to how the migliori casino non aams are diversifying their platforms to reach broader audiences. This strategic growth has solidified Adshel’s position as a key player in the out-of-home media market, reaching 92% of Australia 68 times a fortnight.
Looking ahead, Adshel will continue to lead the market in innovation and insights with an ongoing digital expansion across Australia and New Zealand coupled with data and geo-targeting solutions, offering advertisers new ways to reach, engage and impact their audience.
Follow DailyDOOH