126 participants strap on a brain scanning cap while they were shown a 12 minute video of a typical consumer journey.
The video included identically sized bus posters, that were on both still and moving vehicles.
The researchers looked for greater brain activity when viewers looked at moving buses compared to those that were stationary.
“It was clear that moving bus advertisements elicit a greater level of engagement".
“Once there is a higher level of engagement with the brand we found that this then results in a deeper level of memory encoding. Memory encoding can increase recall of a brand, and drive greater brand salience”.
Said - Liz Farquharson, MD of Hoop
That week saw a major sales drive begin with a series of presentations to media agencies.
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