New Neuroscience research into the true impact of Out of Home Advertising

Heather Andrew from Neuro-Insight explaining the research and it's findings

Neuroscience identifies the Wow factor at the heart of great outdoor

A theoretical model, grounded in neuroscience, says that to get results, outdoor advertising needs to capture our attention and then engage our emotions. A strong emotional response drives memory encoding, and this is key for any communication, because memory encoding correlates with subsequent purchase behaviour.


Learnings Videos

Learnings 1
Location, location, location

Premium outdoor sites deliver on length of visibility as well as size and scale.
Audiences have a longer opportunity to engage with creative.

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Learnings 2
Why digital?

Digital sites cut through because our brains are programmed to respond to changes in our environment.
When sites go digital, great becomes even greater.

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Learnings 3
Energise your creative

Even with the same creative executions, premium sites perform better.
Spectacular sites energise the impact of the creative.

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Learnings 4, Part 1
Media planning, AB Audience

Spectacular sites generate strong emotions for hard to reach audiences.
Triggering an emotional response is key to the advertising process.

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Learnings 4, Part 2
Media planning, Priming Effect

The most iconic sites have a powerful priming effect on other sites.
The best sites continue to have an impact beyond initial viewing.

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What we found & what it tells us

Premium outdoor sites generate stronger emotions and are better encoded into memory

The best outdoor sites deliver a win:win – audiences enjoy them more, and advertisers get better results

The most spectacular sites impact the right brain in particular; demonstrating overall emotional impact

Iconic sites work because of the emotional impact they make… the Wow factor

Digital sites cut through because our brains are programmed to respond to changes in our environment

When sites go digital, great becomes even greater

Even with the same creative executions, premium sites perform better

Spectacular sites energise the impact of the creative

The most iconic sites have a powerful priming effect on other sites

The best sites continue to have an impact beyond initial viewing


Conclusion

The study not only validated the initial model, showing how the Wow factor is critical to the success of iconic outdoor sites, but went beyond it by demonstrating a priming effect that extends beyond initial viewing, creating a positive halo effect across a wider outdoor campaign.


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For more information please contact
Richard Malton, Marketing Director