Advertising in Parking Lot Column Wraps
A recent European study conducted by a Cingo [Column Wraps] partner company used Meta VR Oculus Headsets equipped with eye-tracking technology to measure the effectiveness of advertising on parking columns.
The goal was to analyze how drivers interacted with ads displayed on these wraps and to assess their impact on brand visibility.
The results were compelling: 100% of participants noticed the insurance company advertisement on the inovative column wraps, and each driver viewed the ad an average of 17 times.
To further validate these findings, 120 parking garage visitors were surveyed, with most correctly identifying the advertised insurance brand.
This study highlights the power of parking column wraps as an eye-catching marketing tool. While the results in Europe are promising, more research is needed to evaluate their effectiveness in the U.S. market.
Nonetheless, this data strongly supports the value of using column wraps such as Cingo [Column Wraps] to boost brand recall and engagement in parking facilities.
About VR-Integrated Eye Tracking
Eye-tracking technology integrated with virtual reality (VR) headsets like Oculus has become an increasingly valuable tool for marketing research studies. Here’s an overview of how this technology is used:
Applications in Marketing Research
VR eye tracking offers several key benefits for marketing studies:
Consumer Behavior Insights
- Which elements attract immediate attention
- Areas that receive prolonged focus
- Items or information that get overlooked
- The order in which different elements are noticed
Ad Effectiveness: Marketers can analyze how viewers engage with different components of an advertisement in an immersive format.
