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RESEARCH: 'Total Recall' a study of high dwell time advertising.

Provided by Exterion Media
CBS conducted research to discover "Does high dwell time advertising allow for a greater depth of engagement?".

What was the Challenge / Background of the Campaign?

CBS Outdoor conducted research to answer the question - "Does high dwell time advertising allow for a greater depth of engagement?". 290 face to face CAPI interviews were held in central London. Respondents waited in a high dwell time environment with 4 ads present for 3 minutes, then walked through the low dwell time environment passing 4 more ads to the interview room. 15 minute interviews followed in order to assess how ad recall and brand motivation differed between the 2 environments. Find out more...

What was the Campaign Objective?

The objective of the campaign was to discover whether ad recall and brand motivation differed between ads placed in a high dwell time environment and ads placed in a low dwell time environment.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details290 respondents ranging from passers-by to business people.
25 - 34
35 - 44
45 - 54
55 - 64
All adults
Both
All
OUTDOOR
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
LondonAll YearEDUCATE CONSUMERS
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