TOTAL RECALL

1
TOTAL RECALL

• 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

Respondents unaware it was advertising research
High dwell time environments lead to greater
levels of Recall for an ad, the brand and the
message
Overall Ad Recall (8 adverts)
High vs Low Dwell Time
x6
- 8 adverts used with various products
advertised - Some ads branding, others more
informative - Recall far greater in high dwell
time for all 8 ads - Longer exposure leads to
much greater recall for both simple/branded
ads and more detailed/text heavy ads - When
asked directly (using visual prompts) which
environment they would most easily remember
adverts, the figures were very similar with 88
stating Tube cross track over roadside 48 sheet
x14
x4
(multiple choice)
High dwell time environments lead to greater
levels of Motivation towards a brand
High dwell time environment leads to greater
levels of ad/brand/message recall, higher levels
of motivation - which in turn influences brand
preference and choice