At first glance, the correlation between driving proficiency and billboard engagement might seem vague. However, delve deeper, and you’ll find a fascinating interplay between the two.
Driving demands a blend of skills and unwavering attention, with focus paramount to safety. Conversely, Out-of-Home (OoH) advertising relies on capturing attention amid the hustle and bustle of roadside distractions.
Young and Stanton’s MART (Malleable Attentional Resources Theory) suggests that driving performance declines as mental workload decreases. When workload is low, attentional resources may be underutilized, leading to poorer performance. Conversely, higher workload fully engages attentional resources, enhancing performance.
Though many theorists hypothesize that as mental workload increases, performance deteriorates. Anyone who’s endured a long drive understands the mental fatigue that sets in over time. But such underperformance typically happens after the drive is over.
Research by Young and Stanton, Martens & Fox, Yanko & Spalek, and Paolo Intini underscores how “Route Familiarity” can breed distraction, amplifying the effects of “mind wandering” and leading to lapses in focus.
“Route Familiarity” manifests in two forms:
(a) Regular Routes: Such as the daily commute from home to office and back.
(b) Road Predictability: Think long, monotonous highways where accidents are tragically common.
This holds profound implications for outdoor advertising, which hinges on capturing fleeting attention.
Contrary to popular belief, not everything we see registers in our brains instantaneously. This misconception is akin to the notion of the “Third Eye.” So how does this phenomenon impact outdoor advertising?
- Outdoor Media Strategy: Contextual memory and circadian rhythms play significant roles in our lives outside the home. Exploring these impacts warrants another discussion of its own, which I wish to do soon.
- Outdoor Media Location: The effectiveness of OOH media hinges on choosing optimal locations where attentional capacity peaks. Considerations include visual acuity and the duration of fixations within eye movements.
- Sites with Long Visibility: While advertisers may covet billboards with extensive visibility, there’s a caveat. If the message fails to register within the viewer’s initial glance, the opportunity is lost. Font size, logos, and other design elements play pivotal roles in maximizing visibility from a distance. I had published another article on this piece.
- Sites on Curves/Turns: These locations present optimal opportunities for engagement due to heightened mental alertness since the eyes and the mind has to cope with the turns with higher alertness.
- Sites at the top of Flyovers: As vehicles ascend the bridge, visibility of surroundings is restricted, creating anticipation. When vehicles reach the crest of the bridge, billboards on the descent side come into view suddenly, surprising viewers and enhancing recognition. The contrast between constrained visibility while climbing and panoramic views at the top draws attention to billboards, increases their impact and memorability.
- Sites near Railway Platforms/Airports: The first display visible upon turning a corner garners the highest recognition. Likewise, displays near escalator landings capitalize on brief yet impactful viewing moments.
- Sites On or Away from Sidewalks: While termed “deflected,” these sites can be strategic, particularly for audiences in chauffeured vehicles. With limited forward visibility, side-facing displays seize attention effectively.
- Like driving conditions, Environmental Context also matters: Oddball Paradigm studies reveal that the same billboard elicits varied emotional responses in different settings.
- Sites Amid Run-Down Environments: Surprisingly, billboards in less-than-ideal surroundings can evoke positive stimuli, attracting attention despite the less-than-ideal surroundings. We desist from taking sites near slums or near unclean environments, but since our eyes and mind are trying to escape the view, a nice looking billboard out there could be a sight of relief.
- Sites in Scenic Locations: Conversely, billboards obstructing picturesque views can evoke negative sentiments, highlighting the importance of appropriate design structure of OOH media vehicles that blend with the environment. Else the advert could elicit a negative response.
Understanding the nuanced interplay between driving cognition, environment and billboard engagement unveils the intricacies of effective outdoor advertising. It’s not merely about what’s seen but how and where it’s seen that truly matters.
