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Neuroscience research into the true impact of Out of Home Advertising
Traditional research methods are based on rational responses, the very nature of a question leads to consideration which is a left brain function.
Ocean’s super premium, iconic locations have always found their way onto a media schedule based on gut feel and experience around the subliminal impact of these iconic structures, The Art of Outdoor. Ocean’s Neuroscience project has helped to put genuine and recognised scientific practice in order to prove the subliminal and emotional value of Super premium out of home to a brand. This was achieved through a unique neuroscience study which examined the right side of the brain, the part of the brain where the global brand picture is built and stored.
Neuroscience identifies the Wow factor at the heart of great outdoor
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
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.
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.
Energise your creative
Even with the same creative executions, premium sites perform better. Spectacular sites energise the impact of the creative.
Media planning, AB Audience
Spectacular sites generate strong emotions for hard to reach audiences. Triggering an emotional response is key to the advertising process.
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.
What we found…
…and what it tells us
Premium outdoor sites generate stronger emotions and are better encoded into memory
The best outdoor sites deliver a win:win – audiences enjoy them more, and advertisers get better results
The most spectacular sites impact the right brain in particular; demonstrating overall emotional impact
Iconic sites work because of the emotional impact they make… the Wow factor
Digital sites cut through because our brains are programmed to respond to changes in our environment
When sites go digital, great becomes even greater
Even with the same creative executions, premium sites perform better
Spectacular sites energise the impact of the creative
The most iconic sites have a powerful priming effect on other sites
The best sites continue to have an impact beyond initial viewing
Conclusion
The study not only validated the initial model, showing how the Wow factor is critical to the success of iconic outdoor sites, but went beyond it by demonstrating a priming effect that extends beyond initial viewing, creating a positive halo effect across a wider outdoor campaign.
Ocean locations have an emotional index of 150 versus standard large format locations, whereas Ocean’s more unique architectural locations have an elevated index of 168.
