Mindreading with Eye
At Eye, we believe there’s a gap in understanding of how consumers respond to Out of Home advertising. Industry measures of exposure are important but they only tell part of the story, so we have used pioneering neuro science techniques to take a look inside consumers’ minds and measure their emotional responses to Out of Home advertising.
By partnering up with leading brain imaging research company Neuro Insights, we measured the brain activity of consumers in different Out of Home environments to create the first ever Neuro Imaging study to be conducted for the UK Out of Home market. The results show that different environments, formats, weights and creative treatments have a profound impact on how consumers think and feel about the brands advertised, key to influencing future buying behaviour.
There’s a tremendous amount of debate in the market about the value of digital Out of Home technology and how it can best be exploited by brands. Our Neuro Imaging research confirms that dynamic digital copy heightens the intensity of a brand’s communication considerably, equivalent to multiple static displays.
Neuro Imaging also gives us an insight into how brands can create the most effective creative campaigns.
The human brain likes puzzles and stories; so having to put some work in to solve a campaign and make the connection back to the advertiser means that the advertised brand is more likely to be committed to long term memory.
Stephanie Sheth, Marketing Manager Eye UK said,
“Two years ago we used Eye Tracking to prove that consumers engage with advertising in airports. Now our Neuro Imaging study confirms that consumers will remember a brand’s message long after they have left the airport and that digital formats have the greatest impact on saliency and brand favourability.”
We will be sharing the findings and implications from our Neuro Imaging study at a launch event being held in association with The Screen on Friday the 11th of May.
