VirtuoCity is a joint Insight Project between Posterscope and JC Decaux. It is a 4 minute driving simulation where research respondents watch video footage that follows a car driving through the suburbs and into the town centre. Specialist laptops measure respondents eye-tracking and then recall studies identify the memorability of different OOH advertising variables within the Virtual City.
These OOH variables included Size, Orientation, Frequency and Animation. The brand creatives and poster locations were rotated for different respondents, so the results were based on the advertising variables rather than the creative.
VirtuoCity provides great insight into levels of fixation, recall and the “Engagement Index” for OOH exposure elements