So, what is DOOH?
Putting it plainly, ‘Out-of-Home’ advertising is just traditional outdoor advertising – as seen on billboards, bus stops and in shopping malls. And ‘Digital Out of Home’ is, well digital. These outdoor ads come with geofencing, tracking, targeting, personalisation and measurement, and can be adhered to any individual location, time or context to create the most relevant and effective messaging.
The research study, named “The Moments of Truth”, was led by advertisers Clear Channel, JCDecaux UK and Posterscope, using a trio of ‘research to reality’ techniques in what is the most wide-ranging application of neuroscience in DOOH to date!!
– So it’s a pretty big deal.
Researchers monitored brain response and eye-tracking methods to measure ad recall, while test and control studies were used to understand how DOOH can drive direct sales responses.
160 participants were monitored on brain response during exposure to both contextually relevant (test) and non-contextually relevant (control) DOOH advertising. In addition, eye-tracking software and questionnaires monitored a group of 280 respondents reacting to a walkthrough video of an indoor shopping centre, again featuring a mixture of contextually and non-contextually relevant DOOH display screens. The results from both tests were finally subjected to a cross-analysis between the relevancy of the messaging and direct in-store sales, proving how effective contextually relevant DOOH can really be…
The study found just how much marketers can maximise the effectiveness of their DOOH advertising with contextually relevant messaging. Results revealed that consumer brain response is 18% higher when viewing timely and relevant content in digital Out-of-Home campaigns, which in turn led to a 17% increase in consumer advertising recall and ultimately proved that dynamic digital Out-of-Home campaigns can deliver a 16% sales increase. When combined, these findings equate to a 17% uplift of overall campaign effectiveness.
So what can we learn?
It’s all about context, and it’s all about timing. Displaying unique and relevant advertising that is centred around time, location, weather and other similar factors can boost consumer brain response by an average of 32%!
Picture the scene; you’re running around Birmingham on a wet and miserable day (typical British weather), you’re soaked to the bone and fed up. Through the downpour, you see a digital advertisement on the side of a bus stop picturing a cosy coffee shop window right here in Brum on a rainy day just like today, and a steaming cup of hot chocolate. Chances are that the advert has convinced you to get out of the rain and treat yourself to a sit down and warming brew.