The Engagement Zone

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Exterion Media’s largest, ground-breaking research study, The Engagement Zone, demonstrates the high engagement levels of the London Underground audience.

Developed in collaboration with COG Research and Bournemouth University, this study on the London Underground uses a combination of eye tracking and skin conductance response data, depth interviews and surveys. We have discovered how travellers on London Underground pay attention to advertising and actively welcome it in this environment, seeing it as a journey enhancer.
In fact, the research demonstrates that advertising on London Underground is more engaging than online video advertising.

  • Almost all travellers are favourable to London Underground advertising.

  • 80% of those who don't like social media ads or TV ads like London Underground ads.

  • 6 out of 10 notice when new ads appear on London Underground.

With this unique understanding of our audience, we can help advertisers optimise their creative messaging. What’s more, advertisers can also use our new Creative Testing Tool to ensure their campaign will really engage the London Audience to maximum effect.

Hello London - The Engagement Zone
 

“I found ‘The Engagement Zone’ Breakfast event interesting and informative, especially advances in skin conductance technology. It clearly demonstrates the value of the London Underground platform to both customers and advertisers, but I believe the study may also offer value beyond advertising insights by providing us with a better understanding of other environmental factors, such as customer information provision and customer engagement with marketing, the art programme, and poems on the Tube.”  Chris Bonner, Senior Station Strategy Manager; London Underground

“The findings revealed by The Engagement Zone study are extremely interesting - the fact that there were multiple stages, layers and different people involved provides robustness and gives the study real credibility and gravitas. There are some parts of the study we’d like to explore more deeply;  the project is fascinating and really makes us think about our own commute! This morning’s session was great – concise and succinct at an ideal time of day.”  Frances Revel, Associate Director; The7Stars

Should you have any queries regarding The Engagement Zone please contact Nicola Barrett at nicola.barrett@exterionmedia.co.uk

Read our case studies to see how our formats deliver results in action.




Exterion Media is a proud supporter of #LondonIsOpen

London is the best city in the world. We are entrepreneurial, international and outward looking. London is known as a city full of creativity, a place where anything is possible. The key ingredient of our city’s success has been the flow of brilliant ideas and talent from across the globe. Our city is comfortable in its diversity, proud of its history and optimistic about its future. London is open.

Contact our Research team for more information on our insights - 0800 80 85 619