Groundbreaking research reveals the full power of (D)OOH: beyond conscious recall, its influence operates on an unconscious level, shaping consumer behavior in ways previously underestimated.

THE CHALLENGE

Traditional media studies often measure the impact of advertising based on conscious recall: does someone remember the ad or not? But the brain works differently. Advertising is processed not only consciously but also unconsciously – ads can leave a lasting impression and influence consumer behavior even without someone paying active attention to the ad. OOH-advertising plays a unique role in this unconscious processing. (D)OOH seamlessly blends into daily surroundings––in the background of daily life, such as a roadside billboard or a digital screen in the city––its messages are often passively perceived.

This large-scale study, conducted by MindWise and Denkers & Uhl in collaboration with Out of Home Masters, Ocean Outdoor, and Swappie, breaks new ground by capturing both the explicit and implicit effects of (D)OOH and television. Moving beyond traditional measurement methods, the research quantifies not only the conscious impact of advertising but also the unconscious influence, delivering unprecedented insights into advertising effectiveness.  

THE RESEARCH

At the heart of this research lies a bold question: could (D)OOH be far more powerful than traditional measurement suggests? To find out, the study set out to validate three key hypotheses:

• (D)OOH drives brand impact beyond expectations – Its impact on brand KPIs is significantly larger than traditionally assumed, whether as a standalone channel or as part of a multimedia mix.
• Effective, even when unnoticed – Beyond conscious recall, (D)OOH leaves a lasting, unconscious imprint on consumers.
• Size matters – Large-format (D)OOH screens (>12m) drive higher brand awareness than standard formats.

In September 2024 we launched an innovative two-phase study, using Swappie’s campaign as a real-world test case. The campaign featured both television commercials and (D)OOH placements—from large roadside screens to inner-city screens. A pre- and post-campaign measurement tracked changes in brand awareness, brand-product association, and purchase intent. To separate conscious and unconscious effects, participants were assigned focus tasks—either paying attention to ads or to unrelated elements, like city infrastructure. Additionally, their real exposure to (D)OOH and TV ads was mapped via travel and viewing data.

With its robust methodology and real-world validation, this study delivers an unprecedented, science-backed perspective on advertising’s true impact.