We at Gorilla in the room were very excited when Clear Channel asked us to help in a large study involving poster design and ad effectiveness. We used VR to immerse the general public in street scenes which contained specially designed posters. They were then asked what they noticed and what they liked or disliked about the posters. We not only used the statement given by the participants but the observational data our VR system deploys to capture where their attention was given.
The results were very interesting and finally give a scientific answer to poster design for out of home advertising.
Dr Ali Goode, who designed the VR study on this project, states:
This research contributes to the current debate on attention. There is a shift away from ad impressions, and towards communicating brand messages more effectively for ads to be processed efficiently.
It’s not about getting all the attention and using it, it’s about all the attention you are getting.
Click here to see Campaign’s full article.
You can read more from our own Dr Ali Goode on the attention economy here.
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