Studies Assess Interactive and Targeted Ads
January 18 2006
Two new studies claim success for new forms of advertising. The first, from Arbitron, shows that consumers engage with and remember interactive video-projection ads. The second, based on eye-tracking research, measures the impact of online ads targeted to individual surfers' interests.
The Arbitron research focused on Reactrix interactive ads, which project a video image on to a 6' by 8' media display in retail outlets. The image responds and moves in connection with the viewer's own physical movements.
The study found that more than 47% of consumers exposed to Reactrix interactive video-projection said they would be more likely to buy the product after seeing it featured on Reactrix.
Other findings include the following:
- 60% of those exposed to the ads told another person about the experience within 72 hours.
- Seven of the 10 advertised brands were remembered unaided by at least half of consumers.
- The ads have the same impact on passive observers as on those who actively participate.
- Half of all passers-by looked at the projected ads or interacted with them. Just 13% of passers-by looked at plasma screen ads, and only 4% at traditional posters.
Bill Rose, Senior VP at Arbitron, says the research demonstrates that Reactrix is 'a highly engaging advertising platform because the advertising itself becomes an activity or attraction that consumers perceive to be unique, fun and entertaining'.
Arbitron conducted the research last August in three California locations containing a Reactrix media display. Methods included video observation, on-site surveys and telephone interviews. Ten ads, each 30 seconds in length, were played, featuring snack foods, toys, batteries, airlines, sporting goods, clothes, and health and beauty items.
The companies' web sites are
www.reactrix.com and
www.arbitron.com The second study is from US firm TACODA, which itself provides behaviorally-targeted online ads. The research, which used eye-tracking methods, was conducted in co-operation with Panasonic, whose ads were tested along with ads for cars and computers.
According to the research, behavioural targeting - which aims to provide relevant ads based on the viewers' surfing habits - produced an average of 17% more 'looks' than contextual ads - those placed next to relevant editorial content. After the first exposure to ads, behaviourally targeted ads achieve 54% more looks.
The company is online at
www.tacoda.com
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
