Outdoor advertising dominates the urban environment and can be a very powerful medium for building brand recognition.

However the evaluation of the effectiveness of such outdoor advertising has traditionally been a challenge for marketers. Recall can be a poor measure of the true impact of the medium and the ROI of your campaign. Studies have shown that outdoor advertising typically achieves 3 times more attention than recall scores would indicate.

JMI's Consumer Vision Goggles (CVG) record the actual visibility of outdoor media in its real urban environment.

The technique is adaptable to the various forms of out-of-home advertising available, including:

• Billboards / posters
• Transit posters in trains
• Advertising buses
• POS materials

Key measures include fixation length for various visual elements i.e. do consumers look at the advertisement for long enough to process text or only pictorial images? This is greatly influenced by the layout of the advertisement and in turn this impacts ROI for the campaign.

Remote Eye Tracking may also be used at central location tests to provide complementary measures such as which elements and messages the viewer is processing.

JMI can also provide real-time consumer tracking data and insight on the effectiveness of outdoor advertising, compared with all other methods of marketing support, using Touchpoints-ROI.