Further to the last post about the Amex “Perceptions of Coverage” campaign, here’s a story from Media Week that makes for fascinating reading.
According to Media Week, outdoor media owner Clear Channel and out-of-home (ie poster and billboard) agency Kinetic tested digital ads from the washing detergent brand Surf by BBH, American Express by Ogilvy, Lloyds TSB by RKCR/Y&R and a fourth unnamed advertiser to determine which ads consumers engaged with most.
The research used new face-tracking technology which can not only determine whether someone walking past the digital ad is looking at the poster but also the person’s gender, an estimate of their age and what mood they are in.
The study found that consumers were 1.42 times more likely to be happy when looking at the ‘It’s not just for posh nosh’ American Express ad than the average ad. Reading this, of course, made us quite happy too!
We’ve included another couple of executions from the campaign – just click on the thumbnails to make them bigger!
