Exterion reveal 'The Modern High Street' research findings

High street advertisers must focus on creating campaigns that are well designed and contextually relevant in order to positively influence consumer behaviour and brand recall, a psychological study released today has found. We’ve commissioned independent scientific research, in collaboration with i2Media Research lab Sparkler, into the impact of bus advertising on the high street. The results show that tailoring advertisements to the specific frame of mind of the consumers, regardless of their attitude or general level of attention, increased the chances of that message being noticed.  The results of the study were revealed today at an event in Bermondsey Street, London, for our programme ‘The Modern High Street’. Suzy Jordan, Commercial Strategy Director of Exterion’s EM Futures division, said the findings provide insight into how advertisers can seek to attract, engage, and ultimately influence urban audiences through bus advertising.
“The Modern High Street looks at the evolution of the High Street into a social destination, which has triggered significant changes in consumers’ usage and behaviours. We wanted to explore how this movement affects the urban audience and their response to bus advertising. The findings show that even when consumers are focused on a specific task on the high street, and under time pressure, well designed bus advertising can be attention grabbing, motivating, and relevant,” she said.
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The study, which involved both qualitative and quantitative measures, was designed to test the impact of communication on consumer behaviour. It tested against different types of consumers, at different stages of their life, and at different times of day and points of the week. The findings showed that, while formal design characteristics alone were less reliable predictors for the way people looked at bus advertising, the design influenced how likely they were to recall brand messages at a later time.
“We will be using these insights to inform the campaigns we run for our clients and agencies to ensure that creativity and relevance are front of mind for the execution of bus campaigns,” Jordan added. The Modern High Street event featured presentations from guest speaker on the value of the high street environment including Pret A Manger, Outsmart, and Business in the Community.
Via: Exterion Media

Peel Advertising Signs sales partnership with Eye airports

Peel Advertising has agreed a sales partnership with UK airport advertising expert Eye Airports, which will see Eye Airports sell national agency and specialist portfolio deals at three airports – Birmingham, Robin Hood Airport Doncaster Sheffield and Durham Tees Valley.
Last year, Peel Advertising secured a seven-year media sales contract at Birmingham Airport, which attracts more than 10 million passengers a year, according to Civil Aviation Authority figures.
The agreement with Eye Airports means that Peel will continue to lead on advertising sales, promotional and sponsorship opportunities for local, regional and national businesses. Eye Airports will then provide access to multi-venue portfolio deals for advertisers.
The deal takes Eye Airports’ nationwide portfolio to 26 airports – the biggest network of advertising opportunities across UK airports, connecting brands with more than 100 million passengers a year.
Diane Rhodes, Sales and Development Director at Peel Advertising said: “We are delighted to enter into this partnership agreement to add our media products to Eye Airports’ inventory when selling portfolio deals to national agencies and specialists. It means we are able to add their airports’ media profile to our own sales portfolio of media opportunities when speaking to our many direct national regional and local advertisers.”
Sarah Parkes, Managing Director of Eye Airports, said: “This important partnership underlines our position as the truly national airport advertising provider. We take great pride in our ability to connect advertisers with audiences from the Shetlands to Southampton. Airport advertising is a proven and effective way for advertisers to reach audiences when they are in a positive mindset, outside of their normal routine. We have invested heavily in response to rapid audience growth and technological change, such as the growth of mobile.”
Eye Airports last year announced its #RedefiningAirports project, an £8m investment in advertising media and technology across the network. It is the largest investment in advertising in UK airports this decade, involving the latest high-spec formats and opportunities for advertisers to “dominate” the airport environment.
Birmingham Airport recently extended its runway by 400 metres, allowing aircraft to fly non-stop to destinations previously out of reach, including the US west coast, South Africa and the Far East.
Robin Hood Airport Doncaster Sheffield was recently reported by the Civil Aviation Authority (CAA) to be the fastest growing airport in the north of England and the fifth fastest in the UK. A £56m road infrastructure project, opening in January 2016, will bring half a million more passengers within a 30-minute drive.
It opened its doors in 2005 as the UK’s newest commercial airport in more than 50 years with a £150m investment by the Peel Group. The airport recently celebrated 10 years of operation with the addition of 300,000 new seats, bringing its passenger numbers close to one million per year.
Durham Tees Valley handles around 150,000 passengers a year and is an important hub for North Sea flights and scheduled KLM services to Amsterdam.

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