Both the TAAAG and a traditional sign/billboard/display cost nearly the same, but because of the way a “TAAAG” is designed, it stands out among the other plain billboards/signs and attracts the viewer's attention. Also because of the pleasingly ambiguous way a TAAAG is designed, it raises the viewer's curiosity trying to decipher what he/she is looking at, which attracts the viewer's attention for a much longer duration. Therefore, if a standard billboard/sign attracts the attention of 60 viewers an hour, the TAAAG would attract the attention of double that number of people.
Furthermore, if a standard billboard/sign attracts the attention of the viewer for 2-3 seconds, the TAAAG is designed to attract the attention of the viewer for about 8-10 seconds, which imparts four times the information to the viewer due to the prolonged period of attention, thereby imprinting the required message in the memory of the viewer, which translates into a very powerful post exposure message retention, and thus is a VERY powerful BRANDING tool besides using it as a powerful advertising tool. Advertising executives quantified the value of the TAAAG by comparing the amount of " INFORMATION TRANSFER TO OBSERVERS".
The most conservative experts confirmed that if a traditional sign on a freeway is viewed by one person a minute, then a TAAAG would be observed by at least two observers a minute due to the curiosity factor built into the design.
Statistics confirm that an observer views a traditional billboard for 2-3 seconds. Therefore, the information transfer rate for the traditional billboard/sign is:
1 viewer multiplied by 3seconds of observation = 3 seconds of information transfer per minute, or
3 seconds per minute X 60 minutes = 180 seconds of information transfer per hour.
Advertising Executives whom observed the TAAAG animation designs confirmed that due to the curiosity factor, viewers would observe the TAAAG for at least 6-8 seconds.
Therefore as mentioned above, the information transfer rate for a TAAAG is :
2 viewers X 6 seconds of observation = 12 seconds of information transfer per minute, or
12 seconds per minute X 60 minutes = 720 seconds of information transfer per hour.
Therefore if the traditional billboard/sign provides 180 seconds of information transfer per hour, then the TAAAG provides 720 seconds of information transfer, and hence the TAAAG is equivalent to FOUR traditional billboards/signs/displays (720 / 180 = 4) while costing nearly the same.
