Digital out-of-home media is a new market and an exciting form of consumer engagement. Our approach to this medium is based on new scientific research. This is where you will find up-to-date and relevant cutting edge research on visual marketing.
AD GIST: AD COMMUNICATION IN A GLANZ
Consumers have opportunities to see several thousands of ads a day. These ads appear in magazines, newspapers, catalogs, yellow pages, supermarkets, movies, video games, and on trucks, TV, TIVO, websites and billboards. Most of these ads receive only a brief look at best. Exposures to the majority of ads are not only very short, but the impressions that are obtained from them are often coarse, because exposures occur in the visual periphery or at larger distances, which severely limits the detail that can be seen. A key question is then which meaning, if any, ads can communicate under these adverse exposure conditions common in consumers’ daily lives.
Ad-Gist is the essential meaning of an ad in terms of the product category and the brand that it advertises. Consumers who have sufficient time to explore ads, websites, store shelves, and billboards move their eyes across the ad. The eyes first fixate a certain location of the ad for an average of about one quarter of a second, and then quickly jump to the next location, until done. Gist perception is believed to mostly take place during that first eye fixation.