The launch of the world’s most comprehensive study into the power of relevancy in Out of Home has revealed that Digital Out of Home campaigns that use contextually relevant messaging achieve an average +17% more effective audience response.
The research study, called “The Moments of Truth”, was commissioned by Clear Channel, JCDecaux UK and Posterscope, using a combination of three research techniques dubbed ‘research to reality’: the most wide-ranging application of Neuroscience in DOOH ever undertaken to measure brain response, eye tracking research to measure ad recall, and test and control sales uplift studies to understand how dynamic DOOH drives direct sales response.
Key findings from this pioneering study reveal that consumer brain response is 18% higher when viewing relevant content in digital Out of Home campaigns, which in turn leads to a 17% increase in consumers’ spontaneous advertising recall, and ultimately proving that dynamic digital Out of Home campaigns can deliver a 16% sales uplift. When combined these findings give an overall campaign effectiveness uplift of +17%.Amid the backdrop of increased investment from both advertisers and media owners, and digital Out of Home now accounting for 53% of Out of Home revenue*, “The Moments of Truth” research has been designed to inform and educate the marketing industry on how to maximise DOOH performance and consumer response.
The three stages of the research uncovered additional insights into consumer response to dynamic Out of Home:
STAGE 1: BRAIN RESPONSE
Displaying a brand or product ad at the right moment (either by time/day of week)
An average +12% increase in brain response when displaying a ‘brand’ or ‘product’ communication at the most relevant moment
Displaying unique and relevant content based on either the time, location, weather or a live update in time.
An average +18% increase in brain response when displaying content that was relevant using either the location, the weather, the time or a live update as the stimulus trigger.
The combination of the above – or the ‘nirvana state’ equals the correct application of content and moment
An average +32% increase in brain response when displaying most relevant content at the most relevant moment.
STAGE 2:AD RECALL
This part of the research demonstrated that advertising at relevant moments and with relevant content attracted attention to advertising and improved brand and creative ratings:
- +6% average increase in time spent viewing at either the most relevant moment or applying the most relevant dynamic content
- +17% average increase in spontaneous ad awareness for relevant ads
- +6% average increase in creative rating, in metrics including consideration, recommendation, trust and preference
STAGE 3: SALES RESPONSE
This aspect of the research explored whether applying the most relevant content and moment in the real world, drove a consumer action versus the traditional singular DOOH creative approach. It revealed:
+16% increase in sales when applying a Dynamic OOH campaign versus a control of no OOH
This is versus a benchmark of seeing a +9% average increase in sales when applying a traditional singular creative message campaign vs. no OOH.