High dwell time locations (including city centres and malls), a prominent call to action, and relevant content are the drivers for campaign activation. There is overwhelming consumer positivity about the experience, but education is still an important factor. This reinforces research from CBS Outdoor in Europe which found that people are positive about a technology-driven future, positive about brands that encourage interaction and that there is real opportunity for the activation of content, information and offers. Media owners are starting to roll out partnerships and interactive options around NFC and this will certainly give some stimulus to advertiser engagement across different roadside, leisure and travel environments. Measuring activation choices Our research with Clear Channel into interactive choices helps us understand how people naturally engage with Out of Home content. The study found high levels of engagement, long dwell times and an appetite for further interaction. The research featured a range of innovative technologies including touchscreen, gesture control, gender recognition, facial recognition and smartphone interaction.
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The Future of Out of Home Media in the UK The industry, consumers and technology to 2020 – An update from Kinetic Worldwide
People found interacting with an Out of Home ad positive and fun with 92% of participants agreeing interaction makes an advert stand out more. 82% also say interactivity makes an ad more engaging. The touchscreen mechanism was the most appealing method to initially interact with 78% more likely to choose touchscreen over, in this example, body motion. Over half of consumers prefer to use their mobile phone to leave details or as an option to continue the conversation with brands. 3 in 4 say they are likely to interact again. This research has helped cement our knowledge of the whole interactive experience and, added to our other insights in this area, helps us truly understand the roles touch, motion capture and mobile activation play in the communication process.