Seeing (And Hearing) Beyond The Obvious
Announcement, February 2022
Toby Fairlamb, Sales Director
At Limited Space, we have a unique network of large-format landscape digital screens known as Orbit… One of the USP’s of Orbit is that each screen can offer sound as well as the amazing visual impact that OOH is known for.
It’s harder than ever before to hold a consumer’s attention. The rise of the information age has allowed brands, news and memes to go viral across the globe but due to our lust for knowledge these can disappears just as quickly as they spawned. For example, a 2013 Twitter global trend would last for an average of 17.5 hours, contrasted with a 2016 Twitter trend, which would last for only 11.9 hours.
Nothing highlights this attention trend more than the rise of social media giant TikTok. Videos are designed to stimulate for just seconds, rather than minutes, yet it’s scary how easy it is to spend the best part of an hour endlessly scrolling.
So considering the sheer volume of content we are exposed to every day, how can we make sure an OOH campaign is not just viewed but remembered. The answer is ensuring the media platform works as hard as possible to capture the attention of the consumer.
At Limited Space, we have a unique network of digital screens known as Orbit. Orbit is the UK’s biggest network of landscape digital screens across Retail and Leisure destinations. One of the USP’s of Orbit is that each screen can offer sound as well as the amazing visual impact that OOH is known for.
We believe sound helps brands grab consumers attention and divert the gaze to give the creative the best chance of cutting through.
A piece of eye tracking research recently showed that the addition of audio helped Orbit receive 58% long fixations and 29% more attention than other large format screens in the same centre. Essentially, adding audio helps grab attention and hold attention.
Furthermore, the use of multi-sensory media in the shopping mall environment can help shift the dial for a brands soft metrics. We used a test and control method for those exposed to the AV content vs those not and found that audio helped play a role in shifting awareness by +8% and purchase intent by +12%. These were 4 times greater than the OOH average for all campaigns without audio.
We have now established why brands should use AV content in OOH where possible, but what is the best way to use it.
Well across 2021, we had brands use their TVC that can run on Orbit without any editing. Film Clients and their Streaming counterparts have run full 2 minute trailers allowing shoppers to see snippets of their content as originally intended.
We have even had TikTok, a brand for those with minimal attention spans, use our screens to grab attention and announce a partnership with Ed Sheeran and Spiderman respectively using their own social media content.
We truly believe that for clients to make their media work hardest, our Orbit network should be treated as another screen, not just another Digital OOH Screen.