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Ads placed on a moving vehicle, is remembered by consumers better than stationary. This conclusion was made by Australian scientists who conducted the study "The Momentum Effect" at the request of Australia's largest outdoor operator APN Outdoor. In particular, the study found that consumers respond to advertising on bus, which passes by faster than a still image advertising. The degree of involvement of consumers in the "passing" by the advertising message was a 45 percent higher. It turned out that the "memorability" of such advertising by 33 per cent over the capacity of memory to store the image of the usual stationary advertising. In addition, advertising on vehicles is two times better identify particular brand. In the study, researchers showed informants in 12-minute video with the typical street shots, which appeared on buses with advertising four brands (Pepsi, Kit Kat, Nike and Golden Gaytime). In this case, advertising on mobile and stationary bus was in the frame the same amount of time. During the demonstration, video, scientists studied the brain activity of spectators, just study involved 126 people. As reported by the Australian portal AdNews, APN Outdoor is planning to introduce media and advertising agencies with the results of the study. CEO Richard Herring (Richard Herring) expressed the hope that through this study, advertisers will appreciate the efficiency of mobile advertising in the future will no longer refer to this communications channel. The study was conducted by specialists from the research company HOOP, specializing in media and consumer demand, as well as scientists from the company's Neuro-Insights.
