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JCDecaux has released new research demonstrating the powerful impact of full-motion digital Out-of-Home advertising. Conducted across Auckland and Christchurch Airports, the research demonstrates that full-motion video ads outperform static and animated creative on key metrics such as attention, recall, and future consideration.

“Full-motion video allows brands to capture audience attention more effectively, translating to higher recall and engagement,” said Victoria Parsons, Director of Strategy and Insights at JCDecaux New Zealand. “Airports provide a unique opportunity for advertisers to deliver high-impact campaigns in a setting where travellers are more relaxed and open to messaging, driving better results for their investment.”

This is the first study in Australasia to evaluate video Out-of-Home in an airport setting, building on prior research from the UK, where video Out-of-Hone is more widely permitted. Airports, with their extended dwell times, are one of the few Out of Home environments in New Zealand where video content can be displayed due to roadside safety restrictions.

Key findings from the study include:
•    2.5 times higher attention for full-motion ads versus static creative 
•    2 times greater recall, or memorability, a critical effectiveness metric for Out-of-Home
•    +65% increase in intent to learn more and a +41% rise in relevance for full-motion content.

Jethro Gardiner, Airport Development Manager at JCDecaux New Zealand, added: “Our Airport Behaviours Study shows that most Kiwis arrive well before departure cut-offs, using this time to relax, shop, or dine. This post-pandemic shift in which people now view being at the airport as the start of the holiday, means longer dwell times and a more leisurely flow through airports, creating a prime environment for engaging video content at a time when people are receptive to advertising.”

Over the last few years, the entertainment and advertising industry has seen huge growth in video content for product marketing. Because no movement is permitted on roadside Out-of-Home because of safety legislation, Airports are one of the few locations  where video creative or short form content can be used in Out-of-Home.

JCDecaux’s Airport digital network at Auckland Airport offers advertisers a seamless platform for video campaigns. With baggage claim screens and strategically placed LCD panels, brands can easily extend social and video assets. These panels match social video specifications, enabling cost-effective creative adaption.

Full findings can be read here.

ENDS

 

 

Published in Press Releases