Multiobjective Optimization of Outdoor Advertisements Focusing on Impression, Attention, and Memory

Abstract

This paper proposes a new method to measure the effectiveness of outdoor advertising. The goal of this study is to show the effective design of outdoor advertisements that simultaneously give the best impression, get the most attention, and are best remembered. We conducted experiments in which participants viewed a variety of outdoor advertisements. The results of the experiments were analyzed using a multiobjective optimization perspective. Our analyses revealed that the degrees of attention and memory are in positive correlation. Furthermore, brightly colored ads displayed at eye level received the most attention, bright large ads were remembered best, and ads that fit naturally with the surroundings gave the best impression. These results suggest the importance of outdoor advertisement design according to the purpose of advertising.

Investigating the Effect of Outdoor Advertising on Consumer Decisions: An Eye-Tracking and A/B Testing Study of Car Drivers’ Perception

“…• Cost-effective: Outdoor advertising is often more cost-effective than some forms of advertising. This is because the cost of producing the ad is lower than other forms of advertising, such as television and radio [10,11].…”