A landmark three-stage research study by JCDecaux, Clear Channel and Posterscope proves moments and content relevance in Digital Out of Home campaigns increase consumer brain response, ad recall, brand / creative rating and a sales response.

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:

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.

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. 

Maximise the effectiveness of your DOOH advertising with contextually relevant messaging

     Find out more

        Access The Moments of Truth research webinar and white paper here