Exterion bus adverts study
Advertising business, Exterion Media, has commissioned independent scientific research into the impact of bus advertising on the high street. Carried out in collaboration with i2Media Research lab Sparkler, the results show that tailoring advertisements to the specific frame of mind of the consumers, regardless of their attitude or general level of attention, increased the chances of that message being noticed. The research was carried out as part of Exterion’s The Modern High Street programme. The study involved qualitative and quantitative measures and was designed to examine the influence of communication on consumer behaviour. It tested against different types of consumers, at different stages of their life and at different times of day and points of the week. The findings showed that, while formal design characteristics alone were less reliable predictors for the way people looked at bus advertising, the design influenced how likely they were to recall brand messages at a later time.
Commercial Strategy Director of Exterion’s EM Futures division, Suzy Jordan, said, ‘The Modern High Street looks at the evolution of the High Street into a social destination, which has triggered significant changes in consumers’ usage and behaviours. We wanted to explore how this movement affects the urban audience and their response to bus advertising. The findings show that even when consumers are focused on a specific task on the high street, and under time pressure, well designed bus advertising can be attention grabbing, motivating, and relevant. We will be using these insights to inform the campaigns we run for our clients and agencies to ensure that creativity and relevance are front of mind for the execution of bus campaigns.’