AUCKLAND, Today: JCDecaux has unveiled exciting new research from Auckland and Christchurch Airports, revealing the standout effectiveness of full-motion digital Out-of-Home advertising.
The findings highlight how these dynamic video ads significantly outperform static and animated alternatives in capturing attention, boosting recall, and increasing future consideration.
“Full-motion video allows brands to capture audience attention more effectively, translating to higher recall and engagement,” said 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.”
This pioneering study in Australasia builds on insights from the UK, demonstrating the potent impact of video Out-of-Home in airport locales. New Zealand’s airports offer a rare venue for such ads due to strict roadside safety laws that limit video content elsewhere.
“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.” – Victoria Parsons
Key study highlights include:
- Full-motion ads capture 2.5 times more attention than static ones
- These ads also double the recall rate, a vital measure of advertising effectiveness
- They generate a 65% increase in intent to engage and a 41% boost in perceived relevance
Jethro Gardner, Airport Development Manager at JCDecaux New Zealand, shared insights into airport dynamics, “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.”
The shift towards video content in advertising is on the rise, particularly in controlled environments like airports where safety regulations prohibit moving images on roadside billboards.
At Auckland Airport, JCDecaux’s digital network is perfectly positioned for video campaigns. Equipped with baggage claim screens and strategically placed LCD panels, the setup allows brands to effortlessly adapt and extend their social and video content for the airport audience. These panels are designed to meet social video specs, ensuring an easy and cost-effective transition for advertisers.
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