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STAGE 1
Neuroscience
This was a research experiment monitoring the brain response of 160 participants during exposure to either contextually relevant (test) or non-contextually relevant (control) DOOH advertising:
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STAGE 2
Ad Recall
280 respondents viewed a video walkthrough of an indoor shopping centre. The video featured a mixture of contextually relevant (test) and non-contextually relevant (control) advertising displayed on DOOH screens.
Eye-tracking software monitored the duration of ad fixation, while a post-exposure questionnaire recorded ad recall and creative rating.
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STAGE 3
Sales effect
A meta-analysis across multiple effectiveness studies, each of which monitored the link between in-store sales and the use (or absence of) DOOH advertising.
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Maximise the effectiveness of your DOOH advertising with contextually relevant messaging
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Find out more
Access The Moments of Truth research webinar and white paper here
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