Shopping centre ads increase brand salience

Advertising which is close to the point of purchase in shopping centres can increase brand salience by 11% after one trip, according to a neuro imaging study conducted by Eye and research company Neuro-Insight.

The study involved fitting consumers in two shopping centres with cranial devices which read brainwaves and measure emtotional responses relating to brand salience, including memory, engagement, attention and intensity.

The research found that when consumers are exposed to out-of-home advertising within the shopping centre, brand salience is increased by 11%, engagement increases 32%, while brand strength increases by 13%. The study found that an increase in brand salience for one brand leads to a weakening of brand salience for competitor brands.

Eye global insights director Cassandra Thomas Smith said: "This is a very compelling story for advertisers as we now know what Shoppers think as well as what they say and how they behave. Showing us responses in the brain provides more complete and pure information on the ways in which Eye Shop advertising is effective for clients and gives us the context to understand how it works."

Neuro-Insights chief executive Professor Richard Silberstein said: "The positive impact of advertising within an Out-of-Home environment, such as shopping centres, and the lift in salience for brands is an impressive outcome in an environment which is not consciously consumed."

AdNews - David Blight 7 Mar 2011