Digital Out-of-Home advertising with double-digit growth / 30 new systems this year / New studies by Mediacom and Mediaplus show: Infoscreen increases ad effectiveness through neuro activation and a high level of contact quality
Ströer Infoscreen is looking back on a successful 2009. The market leader for digital Out-of-Home advertising will begin the new year with a double digit sales increase and 30 new advertising media locations. The power and performance of Infoscreen media was particularly popular with the following industries: Telecommunication (+60 %), tourism (+130 %), energy (+ 500 %), beverages (+100 %) and food (+ 50 %). The medium won 200 new customers this year. Regional advertisers also increased their budgets. Local Infoscreen advertising was used by retailers, regional media, tourism stakeholders and event organizers.
Stefan Kuhlow, Managing Director of Ströer Infoscreen, explains: “Media planners are focussing more and more on our medium. On the one hand, public transport passengers like moving images whilst waiting in stations, on the other hand, the medium is able to address attractive target groups, such as young adults and high-income decision makers, specifically and effectively.”
This is a scientifically proven fact. Two media agencies – Mediacom, Düsseldorf, and Mediaplus, Munich – thoroughly tested Infoscreen as a digital out-of-home advertising medium. Mediacom conducted a study of the reception situation using in-depth interviews and group discussions, which examined the perception of big screens with digital moving images and editorial content at train stations in the public transport network. The study showed that potential recipients at – often underground – train stations feel isolated from their surroundings, when they find themselves in an unintentional waiting situation. They experience the forced break from their daily routine as unpleasant, are unable to use it constructively and look for possible diversions.
Mediacom confirms that Infoscreen is the perfect medium to while away the waiting time in this special situation. At the same time, it is perceived positively as a bright, friendly element in the austere environment of a train station. Infoscreen is well received as an information and entertainment offer, and even advertising on the screens is accepted as a welcome change – which makes it particularly effective here.
Another study examined the level of effectiveness of Infoscreen advertising and determined the best formats for this positive viewing situation. The Munich-based agency Mediaplus teamed up with the internationally renowned Australian neuroscientist Prof. Richard Silberstein and his institute, "Neuro Insight", to conduct a neuro study. The test used the so-called “Steady State Topography" (SST), measuring the brain waves of 84 participants. This method measures the participants’ involuntary reactions to a video simulation.
The movie took participants on a virtual journey (“customer journey”) through the public transport system. They passed and perceived different out-of-home advertising media along the way.
During contact with individual advertising media, the test recorded different wave levels in certain areas of the participants' brains. Thus the institute was able to provide scientific proof of the media that had the strongest and most lasting effect on the beholder.
Due to the higher level of activation, advertising messages on Infoscreens make a particularly strong impression. The message and the advertised brand are stored in the beholder’s long-term memory and the brand structure receives positive reinforcement. The study also showed that this neuro activation in the beholders brain can be significantly increased if the advertisement is appropriately placed within a suitable programme of editorial content.
Stefan Kuhlow, Managing Director of Ströer Infoscreen GmbH: “We were very curious about the results of the two studies: Now we have scientific proof that we have found the best position for our medium and that our programming concept serves as positive reinforcement of ad effectiveness. These test results let Infoscreen stand eye to eye with other moving-image media.”