A UK interactive out-of-home (OOH) advertising trial, devised by Clear Channel and Kinetic, has found consumers who took part demonstrated high levels of engagement and long dwell times as well as an appetite for further interaction.
The two-week trail analysed consumer interaction with a state-of-the-art interactive advertising panel on a busy London high street. The panel featured a range of technologies including touchscreen, gesture control, gender recognition, and smartphone interaction.
Attracting over 2,000 interactions from a wide range of consumers, the findings provided clearer insights into how the public want to interact with OOH advertising. Therefore enabling brands and agencies to develop and implement more effective OOH campaigns.
Results showed that 92 per cent of consumers agreed that interaction made an advert stand out more and 82 per cent said interactivity makes an ad more engaging. A further eight out of 10 said they felt interactive OOH was a good way for brands to talk to consumers and 90 per cent agreed that interactivity and involvement made an ad better at capturing their attention.
Touchscreen was found to be the most appealing method of interaction with over three-quarters of users more likely to interact with a touchscreen, mobile was also found to be popular with over half of participants likely to leave details or use their smartphone as a method to continue the conversation with brands. 93 per cent also claimed they are more likely to notice an interactive advert in the future, with three out of four likely to interact again.
Head of create at Clear Channel, Neil Chapman, commented: “We work in partnership with our clients to deliver engaging, innovative campaigns which deliver tangible media benefits as well as fame and standout.
“With a growing demand for interactive OOH advertising, it is important for us to be able to help brands create content appropriately and harness this powerful medium to maximise their return.”
Nick Mawditt, director of marketing and insight at Kinetic, added: “This research has helped cement our knowledge of the whole interactive experience and, added to our other insights in this area, helps us truly understand the roles touch, motion capture and mobile activation play in the communication process.”
See what Emma Newman, marketing director for Clear Channel, had to say about the future of OOH in an interview.