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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.

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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.

If you have any news, please email carys@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.


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