Out-of-Home Environment We’re more aroused outside the home More aroused means more alert Why arousal is related to effectiveness Simple messages are more persuasive August 2016

BIOMETRIC RESEARCH SHOWS THAT WE’RE MORE AROUSED OUT-OF-HOME Our arousal levels increase with activity The research The results Measuring alertness outside vs. inside the home can’t be simulated in a lab or articulated. It’s an innate response that needs to be captured in-situ. So we used new age wearables: Galvanic Skin Response (GSR), the most useful method of measuring arousal outside the lab. Arousal is the condition of sensory alertness, mobility and readiness to respond. When we refer to alertness this is what we mean. www.oma.org.au info@oma.org.au Source: OMA Primal Advantage. Click here for details

ON AVERAGE WE’RE TWICE AS AROUSED OUTSIDE THE HOME THAN INSIDE 2.5 times more when comparing Out-of-Home to screens inside the home The findings Overall arousal was 98% more outside the home and 150% more for Out-of-Home media versus screen media inside the home. www.oma.org.au info@oma.org.au Source: OMA Primal Advantage. Click here for details

arousal levels are linked to attention and memory Arousal is linked to advertising impact “This is important news for marketers as we know arousal drives attention and memory encoding, both of which are key factors that underpin advertising message impact.” Dr. Phil Harris, Leading consumer neuroscientist and Honorary Fellow at the University of Melbourne www.oma.org.au info@oma.org.au Source: OMA Primal Advantage. Click here for details

AROUSAL IS A PHYSICAL AND PSYCHOLOGICAL STATE OF ALERTNESS Arousal can be related to the effectiveness of advertising Theory behind arousal. by D. Belanche, C. Flavián, A. Pérez-Rueda Arousal is a variable directly related to cognitive and affective processes, which represents the body activation level [4] as a human capacity to react to external stimuli [5]. Arousal is thus a physiological and psychological state of alertness [6]. As a fundamental dimension in the study of emotions, arousal has been related to simple processes such as awareness and attention [7], but also to more complex tasks such as information retention and attitude formation [8]. Previous literature suggests that arousal affects advertising effectiveness, brand desirability [9], and memory decoding [10]. [4] Gould, D., Krane, V. (1992). The arousal-athletic performance relationship: Current status and future directions. In T. Horn (Eds), Advances in Sport Psychology (pp.119-142). Champaing IL: Human Kinetics. [5] Benedek, M., Kaernbach, C. (2010). Decomposition of skin conductance data by means of nonnegative deconvolution. Psychophysiology, 47(4), 647-658. [6] Shapiro, S., MacInnis, D. J. (2002). Understanding program-induced mood effects: Decoupling arousal from valence. Journal of Advertising, 31(4), 15-26. [7] Boucsein, W. (1992). Electrodermal activity. (2º ed.). New York: Plenum University Press. [8] Holbrook, M. B., Hirschman, E. C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140. [9] Aaker, D. A., Stayman, D. M., Hagerty, M. R. (1986). Warmth in advertising: Measurement, impact, and sequence effects. Journal of Consumer Research, 12(4), 365-381. [10] Jeong, E. J., Biocca, F. A. (2012). Are there optimal levels of arousal to memory? Effects of arousal, centrality, and familiarity on brand memory in video games. Computers in human behaviour, 28(2), 285- 291. www.oma.org.au info@oma.org.au Source: The Influence of Arousal on Advertising Effectiveness. Click here to read

“When highly aroused, most persuasive ads offer a simple and familiar message.” Greenwald & Leavitt 1984 www.oma.org.au info@oma.org.au Source: Audience Involvement in Advertising: Four Levels . Click here to read

MAKE THE AD RELEVANT TO ENVIRONMENT AND SIMPLE 1. People more likely to recognise the brand when creative has context to the environment 2. Those same people have higher recall and recognition when the ad is simpler 1. Effect of contextual relevance 2. Effect of layout complexity 40% more people recognised the brand when the creative imagery was relevant to its placement location versus not relevant to the location. 50% more people could recognise and recall the brand when shown simpler versus complex layouts. www.oma.org.au info@oma.org.au Source: WARC – Are contextual advertisements effective? Click here for details

www.oma.org.au info@oma.org.au Source: OMA Primal Advantage. Click here for details