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Fly Right: Ads On Airline
Trays Enjoy High Recall
Fern Siegel
MediaPost
September 26, 2008
Triad Consulting has some advice for advertisers that
want to fly right: Advertise on airplane tray tables.
Some 79% of consumers who saw tray table ads were able
to recall them later on an unaided basis. That finding,
based on more than 8,600 people, is a summary of 17
studies conducted by national advertisers. In addition,
the ads generated a 26% positive shift, including
purchase intent. More than 90% of consumers said they
saw an ad on their tray table.
Conducted between 2004 and 2008, the studies are the
first comprehensive look at a relatively new but
fast-growing out-of-home platform.
The medium has a built-in bonus for advertisers; they
are targeting a captive audience.
"The very high recall rate may be due to the fact that
the consumer is viewing the message for an extended
period of time, said Dr. Mark Guadagnoli of Triad
Consulting. "The key points more easily transfer into
long-term memory," which makes it an "effective"
platform.
Multiple industry were examined in the study; cars had
the highest unaided recall--83%--while ads for services
had the highest effectiveness: 86%.
By comparison, a separate study conducted by Venue
Research found that TV ads on airline entertainment
systems yielded just a 12.2% unaided recall rate and
generated an 8.3% positive shift.
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