A new study conducted by JCDecaux UK and Lumen Research studied the effectiveness of out-of-home advertising in driving attention. Using proprietary eye tracking technology, Lumen measured the attention paid to out-of-home advertising in the airport environment to test JCDecaux’s hypothesis that campaigns activating across entire travel journeys deliver more attention than concentrating on a single-area route.
What Does Attention Mean for Advertising Effectiveness?
Brands spend big on ad campaigns, but do they work? There are many key performance indicators marketers use to track the return on investment for these ad dollars, but one metric stands above others in predicting the measurable impact of a campaign: an ad must capture attention to drive results.
Attention drives performance more than viewability; with a direct correlation to memory and perception formation, increases in attentive time on an ad have a near-perfect correlation with driving incremental profit.
How Should Brands Leverage Attention with Effective Airport Advertising?
The airport environment provides a unique opportunity for advertisers to reach consumers in a brand-safe, captive environment- but not all campaigns deliver the same results. Through eye tracking, Lumen proved that full-journey-coverage across an airport environment delivered better attention and results than dominating a single route.
With the same investment in advertising coverage, this increase in attention doesn’t just lead to brand awareness, but drives increases across the full marketing funnel:
- +31% message recall
- +9% brand perceptions
- +15% brand choice
JCDecaux North America takes this concept to the next level with our signature networks of airport wide coverage. Our digital screens in airports across the country are synched and strategically located in high traffic locations throughout entire airports to ensure that brand messaging makes the most of this opportunity for attention.
Learn more about our airport advertising opportunities.