Premium large format DOOH isn’t just high impact, it plays a strategic role across the entire advertising journey, from attention through to long term brand growth and ROI.  

Here’s what the evidence shows: 

1. Premium OOH wins the attention battle

Premium large format sites generate 5x more attention than online channels and hold attention for 3.9 seconds, nearly 3x longer than standard D6 formats.¹ In a low attention world, this gives brands a measurable advantage. 

2. It turns attention into memory

Premium large format drives a 33% uplift in long-term memory encoding and a 67% increase in emotional intensity.² That emotional depth feeds directly into the outcomes marketers care about: stronger brand memorability, higher desire and greater likelihood of choice.  

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3. Video multiplies impact

When video is introduced into premium large format, brand desire increases by 18%, and brand choice is 2.5x higher than with static large format.¹ The combination of scale, motion and real world presence make these formats hard to ignore, and even harder to forget.   

4. Our sites make the rest of your OOH work harder

Our premium large format sites act as an attention engine, delivering 3x the priming effect of non-premium locations. When audiences are first primed by premium large format OOH and then are exposed to the same campaign on standard OOH, brands see a 27% uplift in engagement and a 20% increase in emotional impact.³ 

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5. It signals a high perception value for advertisers

High-profile OOH sites are seen by millions, instantly positioning a brand as successful, established and trusted.⁴ Presence in these environments signals long term ambition. It aligns brands with leadership, credibility and cultural relevance. 

This signalling effect extends across the wider media mix. It strengthens the performance of TV, social and digital by reinforcing trust, stature and awareness at scale. 

Signalling is strongly linked to long-term brand value and has a powerful multiplier effect across other channels. Premium OOH with strong signalling power delivers sustained brand growth and makes every other media investment work harder. 

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Why Ocean: our unique position in the market

Locations shape impact. That’s why we handpick only the busiest and most iconic environments for our screens. And it shows: our neuroscience research revealed that the same creative generates greater attention, emotional engagement and memory recall on Ocean sites vs. Non-Ocean locations.  

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Scale where attention is highest

Our network is built around pedestrian rich city centres, where audiences are present, engaged and receptive.  

• 72% of impacts come from pedestrian audiences⁵ 

• Coverage across 19 UK cities  

• We deliver 51% of all UK large format DOOH audience coverage⁶

Creative technology multiples effectiveness

Our Ocean Labs and Studio teams enhance campaigns beyond standard DOOH, using technologies designed to increase engagement and brand response:  

• Interactive technology combined with full motion video is 8x more impactful than static DOOH⁷  

• 3D DeepScreen drives a 32% uplift in brand desire¹

• 3x higher brand choice for 3D vs. static¹

• 34% of audiences say they would go out of their way to see a 3D ad again⁸ 

Contact sales.enquires@oceanoutdoor.com for more information.

Sources:

(1) The Attention Dividend, Ocean Outdoor, 2025  

(2) Ocean Outdoor / Neuroinsight, Part 1, The Art of Outdoor, 2013

(3) Neuroinsight, Ocean Outdoor, The Vital Ingredient  

(4) WPP / Ocean Outdoor Media Signals Survey, June 2025

(5) PSOS,  (Based on 169 x LF DOOH sites on Route 41 – 100% SOT, 2 weeks)

(6) Route, 2025

(7) Ocean Outdoor /  Neuro Insight part 4: Redefining Human Engagement: Integrating technology with Digital Out of Home, 2019; 

(8) Independent research study carried out by Opinium on behalf of Ocean Outdoor, 2023.