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Neuroscience Research
Digital out of home: The Vital Ingredient – Quantifying the vital role DOOH plays in optimising the use of social media
After a decade of Neuroscience, this research quantified a significant step change for the Digital out of home and where, yet again, it has essential value for brands.
We again used Neuroscience to quantify the vital role of Digital out of home in optimising the use of social media. Using socially amplified Digital out of home changes how your brand is perceived, and the value of its role in the media landscape.
Summary of findings
Finding 1
A decade of the priming effect
Both global icons and Ask for It by Name® premium DOOH locations deliver long term brand building, personal relevance and higher levels of emotion. Prime your OOH campaign by using premium first.
Finding 2
DOOH primes a brand’s existing social strategy
DOOH primes social brand posts, having seen the campaign in real life first. Individuals are drawn more towards the brand on social media having seen DOOH first. The channels are congruent and innately aligned to work together.
Finding 3
DOOH creates your social content
Viewing physical DOOH and then socially amplified DOOH content of a campaign strengthens brand perception – people look for longer at the social content and it delivers greater meaning to the content. Social amplification brings a brand’s social strategy into the real world, elevating attention.
Finding 4
Further endorse your DOOH social content
Endorsement of socially amplified DOOH content from brands and influencers delivers brand authenticity, familiarity and relevance.Endorsement of socially amplified DOOH content from brands and influencers delivers brand authenticity, familiarity and relevance.
Finding 5
You don’t even need to be there
Optimise your social media spend by using DOOH as your content. If DOOH is at the heart of your social campaign it will deliver an unlimited global audience to you, regardless of being there physically, and it delivers a tangible difference in how people feel about your brand.