PT  - JOURNAL ARTICLE
AU  - Rick T. Wilson
AU  - Jeff Casper
TI  - The Role of Location and Visual Saliency in Capturing Attention to Outdoor Advertising
AID  - 10.2501/JAR-2016-020
DP  - 2016 Sep 01
TA  - Journal of Advertising Research
PG  - 259--273
VI  - 56
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/56/3/259.short
4100  - http://www.journalofadvertisingresearch.com/content/56/3/259.full
SO  - J Advert Res2016 Sep 01; 56
AB  - The current authors' research addressed the importance of a billboard's location and visual saliency in capturing consumer attention. Visual saliency refers to an advertisement's ability to stand out and attract attention because of its use of color, shading, and compositional design. Building on data from an existing eye-tracking study from the Traffic Audit Bureau for Media Measurement, Inc. (TAB, renamed Geopath in September 2016), the authors found that visual salience has some, but limited, influence on drivers' attention to billboard advertising. Rather, a billboard's location contributed more to the understanding of the distribution of attention in complex environments like roadside advertising. These billboard attributes explained two-thirds of the observed variance in the author's models.