Emotional Arousal Key to Recalling Outdoor Advertising

You’ve seen advertisements at a bus station, you’ve seen ‘em all, right? It can’t take long to reach a saturation point where such ads become ubiquitous.

Well, that’s not the kind of thing Adshel, one of the leading providers of outdoor-advertising space in Australia, New Zealand, and the United Kingdom, likes to hear.

The Australian arm of the company released research Thursday that studies just what helps consumers recall such outdoor advertising. Called “Neuroswitch,” the report “was compiled with the help of top Neuroscientist Dr Phil Harris from the University of Melbourne,” Mumbrella reports.

“The report findings point to the importance of active information processing in aiding recall,” Mumbrella notes. “The study demonstrates how merely noticing something is not enough for consumers to recall a campaign and that advertisers should be concerned with deepening engagement.”

In order to get consumers to remember outdoor advertising, marketers need to create “emotional arousal, experiential learning, and sensory branding,” the report states.

Because of this, Adshel will now start measuring emotional response to what it monitors.