Neuro-research reveals hierarchy of digital
New neuroscience research commissioned by Ocean Outdoor has revealed a “clear hierarchy” of digital out-of-home (DOOH) capability and effectiveness.
Monday, 15 Jul 2019 14:28 GMT
Helen Haines, head of marketing and events at Ocean Outdoor
The research shows that DOOH campaigns using enhanced technology have eight times the impact of creative content using static displays.
Conducted by Neuro-Insight, the research used brain imaging to compare the neurological impact of static and full motion DOOH displays. The study focused on peaks in emotional response, how positive that emotion was, and the number of brand impacts encoded into memory.
The study found that the use of Wi-Fi within a campaign elicited a 52% higher impact of memory encoding, whilst the addition of social media achieved five times more impact of memory encoding.
The use of augmented reality as well as exposure to live streaming both achieved increased memory encoding compared to static DOOH.
We’ve now established a clear hierarchy of OOH sites and shown how interaction with creative content adds a strong, incremental impact”
Commenting on the research, Helen Haines, head of marketing and events at Ocean Outdoor, says: “We’ve now established a clear hierarchy of OOH sites and shown how interaction with creative content adds a strong, incremental impact.
“This proves our theory that DOOH combined with interactive technology further boosts responses, delivering multiple impacts and an even stronger emotional response, two key components that contribute to driving real world sales.”
Ocean Outdoor opted for the neuro-research route of consumer research due to its ability to explore people’s emotions and sub-conscious responses rather than the opinions elicited from traditional, questions-based research.
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