JCDecaux has conducted an eye-tracking study in Auckland. What’s the purpose of the study and what does it reveal?
We wanted to conduct a large scale, robust study that was specifically designed to address advertiser concerns in the
New Zealand market. This was primarily around the viewability of out-of-home media and their ability to attract consumer attention. We already knew that we have an unrivalled network
of high-quality sites, placed in strategically selected, high impact locations – but we wanted to prove this with research. The study clearly demonstrates that
we outperform competitors’ sites and formats, which is the perfect platform for JCDecaux’s launch into the New Zealand market.
Why is eye-tracking the most effective methodology for this study?
We strive to truly understand our audience and connect in meaningful ways. Eye-tracking allows us to understand people’s (uninhibited) viewing and engagement with outdoor advertising in a real-life setting and in real time. It also allows us to look at differences between driving and walking. Eye-tracking gives us immediate access to attention rates and metrics such as length of view and average number of views to further strengthen our ability to create engagement. Eye-tracking is a powerful tool for exploring how people respond to, and interact with, outdoor advertising.
Research participants were taken on one of two routes around Auckland (city and airport and surroundings), why were these routes chosen?
These routes covered a variety of key precincts around Auckland including: retail, entertainment, CBD, suburban, industrial and airport. Both routes had a high concentration of JCDecaux and competitor sites which allows us to compare results by precinct. The city route also allowed us to measure walking versus driving in the entertainment precinct.
What measures were taken to ensure the results were as robust and credible as possible?
The beauty of eye-tracking is that it does not rely on participant responses, opinions or recall – it tracks their eyes in real time, making it both objective and
robust. Participants were recruited independently through our eye- tracking research partner AccessHQ. Participants were representative of the population covering both genders, a full age range and also occupation (including OG1’s or managers and professionals – a key group that is o en missed due to difficulties in recruitment).
Importantly, participants were not told what the study was for so their behaviour was completely natural. They were told to sit back, relax and take in their surroundings. They were not told to look out for certain things, nor were they told who the study was for. Participants were familiar with the route they were taken on to represent the experience of a day-to-day commuter.
There was an almost even number of opportunities to see both JCDecaux and competitor sites on both routes.
The main metrics measured were attention and recall. Why were these chosen?
Attention is a key metric derived from eye-tracking. Attention in the context of eye-tracking is a measure of engagement. This calculates how many of the sites participants were exposed to, they actually engaged with. It also allows us to understand the impact of JCDecaux sites relative to competitors, plus metrics such as length of view and average number of views.
Recall was chosen to show how large format outdoor sites that generate high levels of attention can create memorable campaigns.
What were the main highlights/findings from the results?
The results proved overwhelmingly that the JCDecaux Auckland sites tested outperformed both competitor sites and formats on the key metrics of attention, length of view and number of views. This, in turn, converted to strong brand recall for the advertisers featured on JCDecaux sites during the research period.
Heightened overall attention +60% uplift versus competitors
Longer average viewing length +35% uplift versus competitors
More views on average +38% uplift versus competitors
Strong brand recall 75% (unprompted)
Greater overall impact versus street furniture +65% uplift
The study results show that the JCDecaux sites tested are highly engaging. What else would you like agencies and marketers to take away from this study?
Overall, our study shows that large format has lasting impact and engagement. This, we believe, is due to our meticulous network design that maximises viewability for brands to deliver meaningful connections.
The results prove that large format is the most e ective out-of-home channel to drive impact, by commanding attention and generating awareness that converts to strong brand recall.
Large format out-of-home can complement a small format out-of-home campaign by commanding greater attention from drivers. As a city of drivers, advertisers need large format billboards in their out-of-home media plan to deliver impact and gain attention.
Global innovation and insights are a key focus for JCDecaux and we are bringing that expertise to New Zealand. This study is just one example of our commitment to research, data and insights to allow us to deliver bespoke, strategic responses for advertisers.
To request a full copy of this study or to arrange a presentation time please email Mike.Watkins@ jcdecaux.com or contact your JCDecaux sales representative.