Researchers from 豆奶视频's聽Department of Corporate and Marketing Communication received the Media Research Award at the Market Research Society (MRS) Awards on 4 December 2017.
The research explored how travellers on the London Underground pay attention to advertising and actively welcome it in this environment, seeing it as a journey enhancer.
The MRS Awards celebrate research's ability to drive innovation, inspire change and deliver results.
Stuart Armon, Project Leader and Programme Leader of BA (Hons) Advertising, said "it means so much to know that the research we do here in the Department of Corporate and Marketing Communications has impact and relevance in the commercial world of advertising and media."聽
The research study, developed in collaboration with聽COG Research聽and聽Exterion Media utilised various research methods including eye tracking and skin conductance response data, in-depth interviews and surveys.
The research found that advertising on London Underground is more engaging than online video advertising. Key findings in the research included:
- 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
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