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APN Outdoor cracks Transit Factor formula

The study paired ethnography with neuroscience

Outdoor operator APN Outdoor has joined forces with research companies The Lab and Neuro-Insight to discover the formula behind the power of movement – to be known as the Transit Factor.

The study paired ethnography (observing real people in their real world) with neuroscience (studying the brain’s reaction to stimulus) to compare and identify the key differences between static and moving advertising.

Following on from APN Outdoor’s previous studies, #myrealworld in 2015 and Media Attention in 2016, this study promotes the case for outdoor to be the centrepiece of more media campaigns, in particular the power of movement achieved with transit.

Richard Herring, APN Outdoor’s CEO, commented, “We are proud to promote this unique research collaboration in market. APN Outdoor have no peer in market when it comes to Transit and we’ve known for many years that transit advertising works. We know people see it multiple times a week, we know that it delivers incremental reach, we know audiences are continuously growing and clients love it. What we needed to do was reinforce these attributes and prove to our advertisers why.”

Research collaboration leader, Peter Pynta from Neuro-Insight, said, “This is the first time we have ever combined such different methodologies – observing real people’s behaviour in the real world with science to substantiate claimed behaviour with neuroscience proving beyond a doubt, moving ads ignite the brain like no other formats.”

The Transit Factor was launched to over 300 advertisers last night at an event in Sydney.

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