Neuroscience shows how full motion DOOH delivers an experience that appropriates the traditional brand-building role of television and which can amplify the impact of online advertising.
Building on our previous neuroscience studies, we hypothesised that full motion DOOH would play a similar role to television in helping to build brand equity and create strong emotional associations for advertising brands and that, as part of a linked campaign, it could prime the brain to respond more strongly to brand communication in an online environment.
What we’ve now learned and what it means:
Full Motion Outperforms Static
Full motion DOOH is 2.5 times more impactful than equivalent static sites
Full motion not only delivers a powerful emotional experience, but also delivers the multiple brand impacts that are a key contributor to brand effectiveness
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
Full motion DOOH primes this content to perform better when seen online
Online short-form video campaigns will perform better if full motion DOOH is included as part of the media plan
The study demonstrated that full motion DOOH delivers brain response that is comparable to that of television advertising and works in a similar way, delivering multiple brand impacts and a strong emotional response; the components that have been shown to contribute to real-world sales impact.
It 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