The Role of Location and Visual Saliency in Capturing Attention to Outdoor Advertising: How Location Attributes Increase the Likelihood for a Driver to Notice a Billboard Ad

The current authors’ research addressed the importance of a billboard’s location and visual saliency in capturing consumer attention.

The Role of Location and Visual Saliency in Capturing Attention to Outdoor Advertising: How Location Attributes Increase the Likelihood for a Driver to Notice a Billboard Ad

Rick T. Wilson

Texas State University

Jeff Casper

Traffic Audit Bureau for Media Measurement, Inc.

MANAGEMENT SLANT

  • Applying visibility adjustments to billboard circulation brings into play each billboard’s location attributes, creating the opportunity to more accurately measure real audience exposure.
  • The physical attributes of out-of-home structures and their relative position to the driver significantly impact the likelihood that an advertisement on the unit will be noticed.
  • Dwell time also has a significant impact...

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