Total Recall

Dwell time effectiveness study

Methodology

• Research to answer question – “Does high dwell time advertising allow for a greater depth of engagement?”
  
• 290 face to face CAPI interviews in central London
  
• Respondents waited in high dwell time environment with 4 ads present for 3 minutes, then walked through the low dwell time environment passing 4 more ads to the interview room
  
• 8 adverts moved between high and low dwell time so 50% respondents saw a particular ad in high dwell time environment and 50% in the low dwell time environment 
  
• 15 minute interview to assess how ad recall and brand motivation differed between the 2 environments
  

"High dwell time environments lead to greater levels of Recall for an ad, the brand and the message "

Results

• Ad recall was up to 6 times greater in the high dwell time environment
  
• Using the TNS Ad Evaluation Model the research proved that High dwell time environments lead to greater levels of motivation towards a brand – of the 2 brands tested “motivation” was 75% and 50% higher in the high dwell time environment
  
• Longer exposure leads to much greater recall and motivation for both simple/branded ads and more detailed/text heavy ads 
  
• When asked directly which environment consumers would most easily remember adverts, 88% stated Tube cross track over roadside 48 sheet
  
• In summary a high dwell time environment leads to greater levels of ad/brand/message recall as well as higher levels of motivation. This in turn influences brand preference and choice

"High dwell time environments lead to greater levels of Motivation towards a brand"

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