RESEARCH & INSIGHT The Attention Dividend

How large format Digital Out of Home outshines online video to redefine media planning

Not all Attention is equal.

Released on 11 June 2025, our research The Attention Dividend highlights premium DOOH as a high-performing, brand-safe channel that drives both attention and long-term profitability for marketers.

Attention is the foundational part of any successful advertising campaign. It is key to understanding the effectiveness of advertising, but it’s in harder and harder supply with so many things competing for our attention. We believe that large-format Premium DOOH is the most effective way to balance the need for attention, without being intrusive or unwelcome.

Why does attention matter?

As marketers wrestle with capturing audience attention – a concern 75% of senior marketing leaders identified in another one of our studies – ‘The Attention Dividend’ moves the discussion forward.

The Attention Dividend.

The study identifies three distinct payoffs for brands using premium large format DOOH:

1.
DOOH drives long term profitability

2.
DOOH boosts brand recall

3.
DOOH increases customer desire to choose the brand

Findings.

Premium large format DOOH…

Delivers 3.9 seconds of average view time, 3x greater than standard OOH.

Delivers 5x greater attention levels than digital online formats.

With full motion delivers 2.5x greater brand choice than Static large format DOOH.

With Deepscreen 3D delivers 3x greater brand choice than Static large format DOOH.

Actions.

Actionable evidence about DOOH’s marketing effectiveness:

Combining premium large format DOOH with standard OOH for greater reach and long-term profitability
Adding premium DOOH video to omnichannel video plans to leverage brand safety and performance
Specifically utilising DOOH video formats to drive greater recall, brand choice and desire

Reactions.

“This study clearly demonstrates that premium large format DOOH can be a powerful driver of long-term profitability. By delivering sustained and high-quality attention, it helps brands achieve greater returns on investment over the long term through stronger mental availability and brand impact.

“The immersive nature of formats like full motion video and 3D creative significantly boosts brand consideration and desire – outpacing online formats and rivalling digital video platforms. Premium DOOH isn’t just brand-safe – it’s a broadcast-quality channel that delivers measurable results for both brand-building and bottom-line growth.”

– Phil Hall, CEO UK, Ocean

“At Lumen, we have seen thousands of times how the size and placement of an ad, coupled with the creative, are powerful ingredients in delivering consumer attention. These premium large format DOOH screens from Ocean combine high footfall traffic with video creative, that deliver 5x more attention than digital channels.”

– Mike Follet, Lumen Research Managing Director