A world-first research study by the Outdoor Media Association (OMA) reveals how people are impacted by advertising on both classic and digital out of home (OOH) signs.
The neuroscience findings show that advertising seen on classic signs is just as impactful as a 30 second radio commercial or 15 second tv spot.
Advertising seen on digital signs averages even higher by delivering 63% more impact than classic signs.
Crucially the results provide proof that advertising seen on OOH signs have the power to deliver impact in just a one or two second glance.
“This research is a game-changer for OOH,” says OMA CEO Charmaine Moldrich.
“Not only have we provided undeniable, scientific proof of the subconscious impact of advertising, but we have also shown that just one glance at one of our signs is sufficient for brand messages to elicit an emotional response that encodes into long term memory.”
About the research
Melbourne-based neuroscience research company Neuro-Insight conducted the two-year research project for the OMA. It used eye-tracking and brain-imaging technology to analyse the brain’s neural response when looking at advertising on OOH signs. More than 2,000 people participated in the study and their responses to over 800 classic and digital signs were recorded.
By measuring the peak moments of long-term memory encoding and emotional intensity in the brain, Neuro-Insight was able to evaluate the impact of OOH signs on the audience. Both memory and emotion are key neuroscience metrics associated with mental availability which is linked to effective advertising campaigns.
“What we’ve tapped into is the holy grail of advertising – demonstrating to advertisers and agencies that their campaigns work and that they leave a lasting impression in the mind of the audience which can influence future behaviour,” Ms Moldrich says.