Primesight, the outdoor media owner, reveals the first results for BSkyB from its new mobile research tool Primemobile.
Primesight has transformed the way in which outdoor recall is measured by partnering with a mobile research company to launch Primemobile in March - a bespoke smart phone app that captures consumer interaction with out-of-home media.
The new market research technique was specifically developed for the out-of-home market to help clients with improved understanding of the response to their OOH campaigns. After opting in, respondents are sent images of outdoor creative that is currently posted in towns and cities throughout the UK. Each time a member of the panel sees the featured poster they respond via the app.
BSkyB has been amongst the first clients to embrace this new research tool with results revealing some particularly interesting findings.
During the two week posting period over half (54%) of all respondents spontaneously observed a poster carrying a Sky Atlantic advertising message, with an average of 3 sightings per person. Applying these findings to the UK population, the campaign was seen by a total of 27.5 million adults with total sightings numbering 82 million.
One third of all respondents attributed their awareness of Sky Atlantic to the poster campaign. Also, respondents who saw a poster featuring Boardwalk Empire and Game of Thrones were 59% and 18% more likely to watch the show than those who did not see a Sky poster.
Primemobile also offers the client the opportunity to analyse the impact of multiple creatives within campaigns, measuring the difference in response across key metrics including age and gender. For Sky, results revealed that posters carrying Boardwalk Empire creative were twice as likely to be recalled by men than women, whilst those featuring Mad Men imagery were three times more likely to be recalled by 35-44's than 18-24's.
Andrew Mortimer, director of media strategy and planning at BSkyB, said: "This innovative and thoughtful approach to campaign analysis allows us to better understand how consumers interact and engage with our out of home marketing communications. We really welcome Primesight's commitment and investment in measuring the effectiveness of outdoor advertising."
Naren Patel, CEO of Primesight said: "As all smartphones are GPRS enabled we are able to build a detailed understanding of where and when interactions take place adding a level of depth to visibility and recall findings."
To find out more about Primemobile and our other outdoor tools Click here