Nigel Clarkson, sales and marketing director at Primesight, presented at #FEPE a new tool for the DS market, Primemoblie. Developed to measure how outdoor content is recalled
Back in March this year, Primesight partnered with a mobile research company to launch Primemobile- a bespoke smart phone app that captures consumer interaction with out-of- home media. Users need to opt in and download the app on their smart phones. Then images of outdoor creative posted in towns and cities throughout the UK are sent to the user. Each time a member of the panel sees the featured poster they can respond via the app.
BSkyB has been amongst the first clients to embrace this new research tool. During the two week posting period over half (54%) of all respondents spontaneously observed a poster carrying a Sky Atlantic advertising message, with an average of three sightings per person. Applying these findings to the UK population, the campaign was seen by a total of 27.5 million adults with total sightings numbering 82 million.
One third of all respondents attributed their awareness of Sky Atlantic to the poster campaign. Also, respondents who saw a poster featuring Boardwalk Empire and Game of Thrones were 59% and 18% more likely to watch the show than those who did not see a Sky poster.
Primemobile also offers the client the opportunity to analyse the impact of multiple creatives within campaigns, measuring the difference in response across key metrics including age and gender. For Sky, results revealed that posters carrying Boardwalk Empire creative were twice as likely to be recalled by men than women, whilst those featuring Mad Men imagery were three times more likely to be recalled by 35-44’s than 18-24’s.
Andrew Mortimer, director of media strategy and planning at BSkyB, said: “This innovative and thoughtful approach to campaign analysis allows us to better understand how consumers interact and engage with our out of home marketing communications. We really welcome Primesight’s commitment and investment in measuring the effectiveness of outdoor advertising.”
Naren Patel, CEO of Primesight said: “As all smartphones are GPRS enabled we are able to build a detailed understanding of where and when interactions take place adding a level of depth to visibility and recall findings.”