If your media isn’t driving memory, it’s not driving ROI. Impressions have long been the industry’s currency, but they only tell part of the story. The real shift is already happening: from what’s seen, to what’s felt, remembered and acted on. Our research shows that premium large format Digital Out of Home (DOOH) delivers across the full spectrum: capturing attention, powering memory and amplifying performance across the entire media mix.

Here’s what the evidence shows: 

1. Attention is harder than ever to earn and premium large format cuts through

75% of senior marketers say attention is their biggest challenge.¹ In a saturated media landscape, most channels are fighting for fleeting glances. Premium large format OOH changes that. Our research, The Attention Dividend, found that premium large format sites generate 5x more attention than online channels, holding it for 3.9 seconds ², nearly three times longer than standard formats. In a low attention world, that’s a measurable advantage.

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2. Attention alone isn’t enough, it needs to stick

Capturing attention is only the first step, what also matters is what happens next. Premium large format converts attention into lasting memory. It drives a 33% uplift in long term memory encoding and 67% increase in emotional intensity. ³ That emotional depth feeds directly into real outcomes: stronger recall, higher brand desire, and greater likelihood of choice.

3. Motion multiplies impact

When full motion video is introduced, the effect goes even further. Campaigns using video on premium large format deliver an 18% uplift in brand desire, with brand choice increasing 2.5x compared to static formats.¹ It’s the combination of scale, motion and real world presence that captures attention and keeps brands front of mind.

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4. Premium large format makes the rest of your OOH work harder

Premium large format sites don’t act in isolation, they strengthen the effects of the rest of your media plan. Acting as an ‘attention engine’, they deliver 3x the priming effect of non-premium locations. When audiences are first exposed to premium sites and then re-engaged through standard OOH, brands see a 27% uplift in engagement and a 20% increase in emotional impact.⁴ This results in a more effective and a more connected media plan.

5. Presence signals brand strength

Where your brand shows up matters. High-profile OOH environments don’t just deliver scale, they signal success, credibility and cultural relevance.⁵ They position brands as established and ambitious, reinforcing trust at a glance. This signalling effect extends across the wider media mix, strengthening the performance of TV, social and digital by amplifying perception as well as reach.

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Why Ocean: our unique position in the market

The impact of premium OOH is driven by location, and this is where we stand apart. We curate our network across the UK’s busiest, most iconic environments, where audiences are not only present, but are engaged and receptive. This means the same creative delivers stronger attention, deeper emotional engagement and greater memory recall on Ocean sites compared to non-premium locations. 

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Scale where attention is highest

• 72% of impacts come from pedestrian audiences⁶ 

• Coverage across 19 UK cities  

• We deliver 51% of all UK large format DOOH audience coverage⁷

Creative technology multiplies effectiveness

Through Ocean Labs and Studio, we push campaigns beyond standard DOOH, using technology designed to maximise engagement and brand response.

• Interactive technology combined with full motion video is 8x more impactful than static DOOH⁸  

• 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 again⁹ 

In a world where attention is scarce, being seen isn’t enough. The brands that win are the ones that are remembered.

Contact sales.enquiries@oceanoutdoor.com for more information on how premium large format can transform your next campaign.

Sources:

(1) Ocean Outdoor, Qualitative Survey, 2025

(2) The Attention Dividend, Ocean Outdoor, 2025  

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

(4) Neuroinsight, Ocean Outdoor, The Vital Ingredient  

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

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

(7) Route, 2025

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

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