Described as a UK first, the study used neuroscience to explore the relationship between broadcast content and DOOH and its effectiveness in boosting eye dwell times and engagement.

Conducted by COG Research, eye-tracking technology was combined with skin conductance response (SCR) monitoring to measure and analyse audience engagement.

In partnership with Wimbledon official car partner, Jaguar, Ocean Outdoor broadcasted adverts, pre-scheduled highlights and live content through screens in Westfield London and Westfield Stratford City.

Founder of COG Research, Rob Ellis, comments: “We were struck by how the live content visibly impacted on shopper’s behaviour: our approach allowed us to measure just how effectively large screen showing Wimbledon pulled attention, and held it even when ads were running. Their behaviour and their feedback later both showed that content on DOOH changes the way we ‘see’ it.”

Not only did the research find the screening of live and pre-scheduled highlights alongside bespoke adverts triggered a “significant” behavioural change, it also discovered that viewing DOOH content in outdoor environments triggered slower eye movement, increased dwell time and reduced cognitive load.

Kevin Henry, head of content and sponsorship at Ocean, adds: “This study proves that DOOH is an amplifying channel for our content partners. By offering highly engaging digital and experiential activations, out of home uniquely extends the reach of broadcast content.”

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