Current Issue Summary
Dec 2020 (Vol. 60, Issue 4):
Advertising “On the Go”: Are Consumers In Motion More Influenced by Ads? Why Advertisers Should Consider Consumers’ Physical Activity when Planning Ad Campaigns
This study follows advertising outside the home and away from the car. And, in doing so, it reveals strong evidence that physical activity actually heightens attitudes and intentions toward advertisements and brands.
Consumers are exposed to advertising everywhere. The constantly expanding range of media devices available in nearly every possible setting over the years has led audiences worldwide to move away from media consumption that took place largely at home. With this in mind, Micael Dahlen (Stockholm School of Economics [SSE]) partnered with John Karsberg (H&M Sweden), Sofie Sagfossen (SSE); Helge Thorbjørnsen (Norwegian School of Economics) and Fredrik Lange (SSE) examined advertising consumption in three different experimental settings. Each one—a waiting area in a train station, stairs in a subway station, a workout gym—demanded a different amount of movement.
Among the findings:
- Activity actually improves advertising effectiveness.
- The effects of the messaging were greater if the advertising was related to the physical activity.
- Advertisers should be encouraged to place their advertisements “where consumers are in transit and walking (e.g. streets, metros, airports and malls) or when exercising (e.g. gyms, parks and running fields).”
- “In-store or in-mall advertising is likely more effective in places where consumers are moving, as compared with places where they are standing still, such as the checkout.”
Read the full article here.