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INTERNATIONAL. Out-of-Home media specialist EYE is set to conduct a multi-format, multi-country study across its advertising network using the latest available global research technology, Neuro Imaging.
This project encompasses both EYE’s retail and airport businesses, Eye Shop and Eye Fly.
Traditionally, Out-of-Home’s passive consumption and subtleties have made it difficult to quantify consumers’ responsiveness, EYE said. This study will provide the company’s airport and retail business partners, as well as clients, with another measure of advertising effectiveness, it claimed.
This is said to be the first time Neuro Imaging has been conducted in relation to Out-of-Home media in a retail or airport environment globally. Leading companies such as Procter & Gamble, Nestlé and Vodafone have previously utilised Neuro Imaging technology, which delivers insights into the emotional responsiveness of consumers in relation to advertising.
Neuro-Insight Pty Ltd, with operations in Australia, Germany, the UK and the US, has been commissioned to carry out EYE’s studies, which will kick off in Australian shopping centres later this month. The study will then roll out across a series of UK airports in the last quarter of the year with further international studies planned in 2011.
EYE Global Marketing Director Janine Wood commented: “EYE’s latest research initiative is great news for our airport and shopping centre partners because it delves into consumers’ minds to provide understanding of how effectively media is consumed at both a rational and an emotional level in particular environments.
“For our advertising clients, Neuro Imaging will not be a replacement to industry measurement – nothing ever is – but it will serve to complement it and build on the unique value of place-based media.
“EYE has set the benchmark for Out-of-Home industry marketing, now on a global level. This state-of-the-art Neuro Imaging technology continues to be an example of our leadership and investment in knowledge and expertise.”
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