Australian digital outdoor media company QMS has unveiled its latest neuroscience study that demonstrates the relative impact of different out of home (OOH) creative approaches and their overall effectiveness for brands.
The study revealed that long term memory encoding, critical for campaign effectiveness, continues to grow in respondents that are exposed to evolving creative. In fact, creative that evolves was shown to deliver a 38% higher impact than that of static creative by day 5.
The research also found that whilst static creative works well at providing brands with continuity or branding objectives, evolving the creative message enables brands to more effectively communicate new information and therefore add more layers to a campaign.
About the research
In partnership with Neuro-Insight, the global first research study captured real-life, continuous digital and static OOH panels over consecutive days, to accurately measure how the human brain responds to a piece of creative advertising each day.
Spanning 30 creatives across 15 categories, one of the strongest performing campaigns in the study harnessed the capabilities of digital OOH (DOOH) with a simple creative change that displayed the day of the week matched with the live temperature at the time, to deliver an 18% stronger result than the average DOOH campaign.
QMS Chief Strategy Officer Christian Zavecz says the study uncovered “some important lessons about frequency and the role that DOOH, through its breadth of capabilities, can play in being able to maximise effective OOH campaign reach”.
Harnessing DOOH
“For the first time, we can now scientifically prove that static images on OOH or DOOH do a great job at reminding audiences,” Neuro-Insight Chief Executive Officer Peter Pynta says.
“But with evolving creative, campaigns can start to maximise their frequency with small changes to the creative helping to establish or build new memories to enhance a campaign’s performance. These changes can be as simple as a colour change, or copy updating each day.”
The Royals Head of Strategy, Tom Donald whose work for Coopers was included in the research study, agreed the findings change the way OOH needs to be considered and utilised.
“What this study shows, is that dynamic DOOH campaigns are a great way to deliver higher impact over time, allowing brands to create and embed new memories,” Mr Donald says.