CGI in Out of Home Communication: Exploring Factors Affecting Attentionability

Abstract

Traditional Out of home communication is not interactive in nature and is therefore losing out on relevance. This paper discusses the prospects of using Computer-Generated Imagery in Out of Home communication by creating immersive and engaging brand experiences. CGI blends realistic and imaginative visuals with real life to evade the reducing attention span that has led to stagnant consumer engagement. There are limited references to the role of CGI in OOH and the factors that actually trigger viewers’ attention ability creating a gap. Understanding these factors can assist brands in developing a more compelling OOH communication strategy with CGI.
The study adopts a mixed method approach inclusive of a comprehensive literature review and semi structured interviews with Industry experts analyzed using NVIVO 15, survey method is implemented for Data collection from a sample of 232 respondents. Principal component analysis is conducted using SPSS to extract the most influential variables and scrutinize other predominant components that may yield an enhanced attention ability.
The findings point towards impact of Location and Time, Relevance of Context and content, Engagement, experience and immersive ability of the OOH communication in drawing viewer attention.