Clear Channel team up with Bangor University to uncover the power of influence that Out of Home advertising delivers.
Kinetic Worldwide and Clear Channel teamed up with Bangor University to uncover the power of influence that Out of Home advertising delivers for consumer brands. The results of this pioneering academic research prove that out of home advertising has a clear impact on consumer brand choice. High streets in Brighton and Reading were selected to carry advertising for brands not currently advertising Out of Home nationally. They were chosen for their similar size and for the distribution of panels on main high street locations.
To discover the power of influence that Out of Home advertising delivers.
The selected locations were posted with separate advertising messages to the other location. Using these test and control location samples we were able to isolate the influence that the advertising had on different product categories that we tested. Using a broad sample in each location, we conducted a total of 12,096 trials providing us with robust findings. Respondents were shown 'jigsaw' pieces of advertising that had run specifically in the test locations of Brighton and Reading. These 'jigsaw' pieces were prompts to identify associated memories.
According to the study, respondents were 35% more likely to respond to brands advertised on Out of Home media in the test locations of Brighton and Reading, than to brands that were not. This effect applied across consumer brand choice, preference and brand association, demonstrating that out of home triggers a memory and response towards a brand above and beyond that caused by knowledge of the brand itself.
Nick Mawditt, Global Director of Insight and Marketing at Kinetic Worldwide, who commissioned the research, comments: "Beyond the impact an Out of Home campaign can have, this study has helped us understand how ads work in triggering consumers' existing perceptions of brand and category. It will enable us to make better planning decisions across all communication channels."