Leading Out-of-Home company JCDecaux today unveiled results from a new eye-tracking study in New Zealand that overwhelmingly confirms that its large format billboards outperform competitors’ formats and sites on the key engagement metrics of time and attention and deliver strong brand recall for advertisers.
Participants in the study wore scientifically developed, discreet eye-tracking glasses to record their eye movements as they were driven along two different commuter routes. The recorded data was correlated with infrared eye-tracking of their pupil position to understand viewing and engagement with outdoor advertising in a real life situation.
Eye-tracking is a powerful tool for exploring how people respond to and interact with outdoor advertising, and its influence in the buyer decision making process.
Access HQ’s GM Customer Insights and Eye-Tracking, Greg Barnett, said: “Eye-tracking allows us to see through their eyes in an unobtrusive way. We see what they see and are able to record and evaluate that behaviour.”
Participants were not aware they were taking part in a study for outdoor advertising to allow the capture of natural behaviour, but were familiar with the route to ensure the experience reflected the journey of a regular commuter.
The high traffic routes around Auckland covered a range of precincts including retail, business, industrial, entertainment, CBD, motorway and the airport. A selection of outdoor advertising from both JCDecaux and competitors allowed participants to see a balance of formats and locations with 683 opportunities to see JCDecaux sites and 578 opportunities to see competitor sites.
Of the 1,750 total views analysed, JCDecaux sites across all precincts were shown to be more viewable than competitors, delivering greater attention and high recall. The research results comprehensively demonstrate that JCDecaux’s high-quality, large format sites are more memorable, more impactful and inspire audiences to engage with brands.
Specifically, JCDecaux sites delivered:
• Heightened overall attention +60% uplift versus competitors
• Longer average viewing length +35% uplift versus competitors
• More views on average +38% uplift versus competitors
In addition to real time eye tracking, participants were interviewed immediately afterwards and 75% of respondents correctly named JCDecaux advertisers they had seen on the route, unprompted. When prompted with a list of advertisers, 96% correctly named JCDecaux advertisers seen on the route.
JCDecaux New Zealand Country Head, Mike Watkins, said: “The results prove that superior network quality and strategic placement of JCDecaux sites command greater attention across all precincts tested. Proximity to traffic lights, panel orientation and full viewability are key to our offering.
“JCDecaux’s philosophy and strategy is about deeply understanding our audience and creating memorable campaigns for advertisers to connect in meaningful ways. This study is another example of the focus we have on global innovation and insights at JCDecaux and we are bringing that expertise to the New Zealand market.”