Leading Australian digital outdoor media company QMS, has unveiled its latest neuroscience study that demonstrates the relative impact of different Out of Home creative approaches and their overall effectiveness for brands.
In partnership with Neuro-Insight, this research study captured real-life, continuous digital and static OOH panels over consecutive days, to accurately measure how the human brain responds to a piece of creative advertising each day.
The study revealed that long term memory encoding, critical for campaign effectiveness, continues to grow in respondents that are exposed to evolving creative. In fact, creative that evolves was shown to deliver a 38% higher impact than that of static creative by day five.
Spanning 30 creatives across 15 categories, one of the strongest performing campaigns in the study harnessed the capabilities of digital OOH (DOOH) with a simple creative change that displayed the day of the week matched with the live temperature at the time, to deliver an 18% stronger result than the average DOOH campaign.
QMS Chief Strategy Officer, Christian Zavecz said that it was integral for both media owners and advertisers to properly understand the additional value the capabilities of DOOH delivers and how they can be used to drive greater campaign efficacy.
“DOOH in Australia already represents 61% of the industry* however, the uptake of creative capabilities amongst clients is still quite low. Now, for the first time, we can quantify what we have always intuitively thought about the medium. Incorporating the strategic use of creative evolution into a brand’s campaign is now proven to increase its effectiveness. The study also uncovered some important lessons about frequency and the role that DOOH, through its breadth of capabilities, can play in being able to maximise effective OOH campaign reach.”