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Neuroscience research into the true impact of Out of Home advertising and the “Priming Effect”.
Traditional research methods are based on rational responses. The very nature of a question leads to consideration, which is a left brain function.
Our first Neuroscience study examined the right side of the brain, where the global brand picture is built and stored. This unique project put scientific practice in place to prove the emotional value of premium Out of home for brands. A strong emotional response drives memory encoding, and this is key because it correlates with subsequent purchase behaviour.
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.
Learnings
1. Location, location, location
Premium outdoor sites deliver on length of visibility as well as size and scale. Audiences have a longer opportunity to engage with creative.
2. Why digital?
Digital sites cut through because our brains are programmed to respond to changes in our environment. When sites go digital, great becomes even greater.
3. Energise your creative
Even with the same creative executions, premium sites perform better. Spectacular sites energise the impact of the creative.
4. Media planning, AB Audience
Spectacular sites generate strong emotions for hard to reach audiences. Triggering an emotional response is key to the advertising process.
5. Media planning, Priming Effect
The most iconic sites have a powerful priming effect on other sites. The best sites continue to have an impact beyond initial viewing.