Thursday, 08 Nov 2012 10:55 GMT

Interactive OOH set for bright future

Comments from consumers that took part in an interactive out-of-home (OOH) advertising trial have highlighted appetite for further interaction with the technology.

Devised by Clear Channel and Kinetic, the trial showed high levels of engagement and long dwell time from those that took part.

Running for two weeks, the initiative analysed consumer interaction with an interactive advertising panel on a busy London street, with the special panel boasting touchscreen, gesture control, gender recognition, facial recognition and smartphone interaction technology.

Attracting over 2,000 interactions, the trial produced a number of interesting results, with possibly the key finding being that 92 percent of participants believed interaction helps adverts stand out more, while 82 percent though it made adverts more engaging.

“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 role touch, motion capture, and mobile activation play in the communication process,” explains director of marketing and insight at Kinetic, Nick Mawditt.

The trial produced a number of interesting results, with possibly the key finding being that 92 percent of participants believed interaction helps adverts stand out more”

The study also found that eight out of ten participants believed interactive OOH is a good way for brands to talk to people, with 90 percent agreeing interactivity and consumer involvement helps capture attention.

Touchscreen technology also proved the most appealing method to initially interact, while three out of four participants are likely to interact again with interactive OOH medium again.

These results reflect a general industry trend that is seeing more advertisers take on this form of advertising as a new way to attract, and interact with, consumers.

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