E is for Emotion
Ocean has pioneered Neuroscience in the area of DOOH and identified the Wow factor at the heart of great outdoor advertising.
A theoretical model, grounded in neuroscience, says that to get results, outdoor advertising needs to capture our attention and then engage our emotions. A strong emotional response drives memory encoding, and this is key for any communication, because memory encoding correlates with subsequent purchase behaviour.
The Wow Factor
Ocean’s research has identified that super premium screens deliver the highest levels of emotional intensity, gaining invaluable cut through to hard to reach audiences. Classic OOH is strong in this area but unique, super premium and full motion screens deliver the key emotional engagement at significantly higher levels.
The higher responses to the unique and premium sites were driven primarily by right brain responses – reflecting their overall, emotional impact, creating and supporting the elusive "Wow Factor" that media owners seek. And, vitally, the emotional response was also a positive one.
Find out more about our research at