Neuroscience research into the true impact of Out of home advertising

Building on our previous neuroscience studies, we hypothesised that full motion DOOH plays a similar role to TV in helping to build brand equity and create strong emotional associations. Furthermore, as part of a linked campaign, it could prime the brain to respond more strongly to brand communication in an online environment.

What we learnt

Full motion outperforms static

• Full motion DOOH is 2.5 times more impactful than equivalent static sites
• Full motion not only creates a powerful emotional experience, but also delivers on impacts

Full motion DOOH builds brands

• Full motion DOOH is comparable to television in its brand building impact
• Full motion sites can extend the reach of a television campaign whilst eliciting equally strong and positive responses

Online video translates to DOOH

• Short form online video content performs better on DOOH than it does in an online context
• DOOH can add a brand building dimension to content which, online, tends to play more of an activation role

DOOH amplifies online impact

• Online short form video campaigns will perform better if full motion DOOH is included as part of the media plan

Conclusion

The study demonstrated that full motion DOOH delivers brain response that is comparable to that of television advertising, with multiple brand impacts and a strong emotional reaction. What’s more, these are the components that have been shown to contribute to real world sales impact. Full motion can also work as an effective delivery mechanism for short form online content and, as part of a linked campaign, can prime the brain to respond more strongly to that same content when viewed online.

Full motion Digital out of home locations exist across the UK, including The Grid and The Loop Networks.