Originally published on :03 March, 2009 18:12

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Research: animation holds attention longer

by SCREENS.tv staff

Animated digital signage holds viewers’ attention longer than static images, according to research conducted by media planning and buying agency Kinetic in the UK.

For the research, three different versions of a digital poster for a real brand were displayed at London Bridge railway station over 11 days: one static, one with text and illustration animated, and one where all the artwork was moving.

Adding animation of the text and pack shot increased viewing time by 30 percent, but “further animation does not necessarily lead to further engagement”, Kinetic said.

The research also suggested that frequently changing the advertising on an out-of-home screen is more effective than keeping the same creative on display permanently.

“A loop of advertisers attracts the most glances for the longest time, suggesting that a regular change in creative style and content keeps people interested,” said Kinetic, an out-of-home specialist half-owned by WPP.

Twice as many people viewed digital posters as looked at printed posters, according to the research, typically for 60 percent longer.

Titan Outdoor supplied the advertising locations, TruMedia via True Colours Distribution the camera-based audience-measurement system, and Grand Visual the creative work.

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