JCDecaux’s evaluation of out-of-home advertising in airport settings across Aotearoa has shown that full-motion video ads seem to outperform static and animated creative on key metrics like attention, recall and future consideration.
“Full-motion video allows brands to capture audience attention more effectively, translating to higher recall and engagement,” says Victoria Parsons, Director of Strategy and Insights at JCDecaux New Zealand.
“Airports provide a unique opportunity for advertisers to deliver high-impact campaigns in a setting where travellers are more relaxed and open to messaging, driving better results for their investment.”
Conducted in airports in Auckland and Christchurch, this is the first study in Australasia to evaluate video out-of-home (OOH) in an airport setting. It builds on prior research from the UK, where video OOH is more widely permitted.
Airports, with their extended dwell times, are one of the few OOH environments in New Zealand where video content can be displayed due to roadside safety restrictions.
A prime environment
Key findings from the study include:
- 2.5 times higher attention for full-motion ads versus static creative
- 2 times greater recall, or memorability, a critical effectiveness metric for Out-of-Home
- +65% increase in intent to learn more and a +41% rise in relevance for full-motion content.
Jethro Gardner, Airport Development Manager at JCDecaux New Zealand, adds, “Our Airport Behaviours Study shows that most Kiwis arrive well before departure cut-offs, using this time to relax, shop, or dine. People view being at the airport as the start of their holiday, meaning longer dwell times and a more leisurely flow through airports, creating a prime environment for engaging video content at a time when people are receptive to advertising.”
Read the full study findings on the JCDecaux New Zealand website, under JCDecaux Research.