Media Frankfurt, the marketing subsidiary of Fraport AG, is now offering customers an AI-supported attention analysis of campaign motifs. This not only enables a comparison of the impact of different creations, but also allows the campaign to be optimised for the airport advertising environment and individual advertising media before it is launched.
Does the face in the advert attract more attention than the message? Does the call to action immediately catch the eye? The success of a campaign depends largely on the attention that an advertising motif attracts from the target group. With the innovative AI tool from Media Frankfurt, this can be comprehensively analysed.
The tool is based on a leading model developed by Oxford University in collaboration with JCDecaux. Deep learning technology is used to analyse how the motif is perceived: Heatmaps show exactly where the attention of airport travellers is captured. If the attention scores are also calculated for individual elements of the campaign, it is even possible to compare campaigns and campaign elements on the basis of the scores at a numerical level. It is moreover possible to analyse the rough eye movement. The algorithm was trained with real eye tracking and mouse tracking data for this purpose.
"Artificial intelligence already plays a major role in campaign creation today. We are now going one step further and providing data on the attention performance of the motifs. The model is at the cutting edge of research and delivers a high level of accuracy between algorithm and reality," adds Alexandra Karim, Team Lead Data & Customer Insights at Media Frankfurt.
The AI-supported analysis offers significant added value thanks to its cost efficiency and impressive speed. Clients and agencies receive well-founded answers within just one day, enabling them to compare campaign motifs or identify potential optimisation approaches for the tested campaign – a significant advantage in terms of gaining insights in the shortest possible time, which can be used to increase the success of the advertising motif.
Artificial intelligence in airport advertising is not only of importance for market research and measuring advertising impact. Martin Korosec, Managing Director of Media Frankfurt, comments: "The airport offers an incredible reach in a sought-after target group. In addition, you have access to a wide range of data in the airport advertising environment: Information on passengers, flight data or in-store data from the duty-free shops – we can utilise all of this for our customers by integrating new technologies."
Measuring advertising impact with the "Digital Airport Walk"
Customers who want comprehensive impact research can have all important impact parameters tested at low cost using the "Digital Airport Walk" test procedure. In addition to the focus of attention, advertising recall and appeal as well as the increase in brand awareness, image and call-to-action indicators are also recorded here.
Click here for more information on advertising impact at the airport.
About Media Frankfurt
Media Frankfurt stands for Excellence in Airport Advertising since 1971 and is the market leader in airport advertising in the DACH region. As the exclusive marketer of Frankfurt Airport, one of Europe's most important hubs, as well as partnerships with other airports in Germany, Austria and Switzerland, the company offers extensive advertising opportunities across multiple locations.
Advertisers reach high-income travellers of all nationalities and with diverse interests – in both the B2B and B2C sectors. Media Frankfurt's high-quality advertising inventory includes innovative digital screens, static advertising media, promotion points and special solutions that enable companies to successfully communicate their advertising messages.
Press contact
Angela Markovic
markovic@media-frankfurt.de
+49 69 697080
