ml scroller study

Scroller Study Mega-Light A GfK Research Study

1. The Advertising Medium

1. The Advertising Medium

Ströer DSM Mega-Lights

2. The Study

2. The Study

Study Objective

Evaluation of shifts in recall values using double scroller ML with different holding times

Study Design

2. The Study

Recognition test with 463 test persons in Essen

Test persons have been recruited in two shopping center with the explanation they should do a car testing

Driving time: 20 minutesPassing the ML after 10 minutes drive time

Study Design

2. The Study

5 test locations

Static poster, scroller with 5 sec. holding time, scroller with 7 sec. holding time

4 different motifs have been presented to the test persons after the test drive (thereof 2 dummy motifs)

Gender: male: 51% female: 49%

2. The Study

Demographics of the test persons

Age: 18-24 years: 31%25-40 years 36%41-75 years 33%

Proportion driver / co-driver: 51% / 49%

2. The Study

Results

Test persons: 74

Motif identified: 9

Quote: 12,2%

Test group 1static poster

motif A

Test group 2static poster

motif B

Test group 1+2static poster

combined

Test persons: 77

Motif identified: 11

Quote: 14,3%

Test persons: 151

Motif identified: 20

Quote: 13,2%

Test group 3Scroller with 5 sec. holding time

Test group 4Scroller with 7sec. holding time

Test persons: 162

One Motif identified: 29

Two Motifs identified 12

Total: 41

Quote: 25,3%

Test persons: 150

One Motif identified: 26

Two Motifs identified 8

Total: 34

Quote: 22,7%

2. The Study

Results

Scroller with 5 sec. holding time

25,3% / 13,2% =1,92

Scroller with 7 sec. holding time

22,7% / 13,2% =1,72

2. The Study

Determined Correction Factors

2. The Study

Correction Factors per Motif

5 sec. holding time

Correction factor / number of Motifs = 1,92/2 = 0,96

7 sec. holding time

Correction factor / number of Motifs = 1,72/2 = 0,86

• Increased recall of 92% by a double scroller with 5 sec. holding time and of 72% by 7 sec. holding time compared to a static poster

• Increased attention by scroller mechanism with 2 motifs and 5 sec. holding time (each motif has 96% of the performance of a static poster)

• Looking at the double scroller with a holding time of 5 sec./motif the attention drawing scroller mechanism almost compensated the lower holding time compared with a static poster

2. The Study

Conclusions