Impact with Understanding

In partnership with Neuro-Insight, we continue to invest in global-first research to better understand audiences, their behaviour and how Out of Home drives real results in today’s world.

Because ‘Out of Home’ is often consumed subconsciously, its true impact is often not measured using traditional research techniques.

Neuroscience allows us to understand the deepest level of consumer decision-making measured through:

• Conscious and subconscious behaviours
• Long term memory encoding
• Emotional intensity, attention and engagement
• Efficacy of OOH advertising
• Creative optimisation
• Accurate qualitative data

Key findings and methodology videos for our Neuro-Insight studies can be found below.

‘The City of Sydney Advantage’ | March 2023

Our latest Neuro Insight study explores how our new City of Sydney digital street furniture network produces greater impact and efficacy on audiences when compared to global neuro science benchmarks.

Neuroscience allows us to measure the qualitative aspects of Out of Home that can’t be accounted for when using traditional research techniques, and provides a more holistic view of what advertisers can achieve when using the new previous digital street furniture network.

The study unlocked the advantage that the City of Sydney network offers brands, which is proven to:

1. Increase memory encoding by 26% which is shown to drive behavioural change.

2. Increase engagement and emotional intensity by 11%. 

3. Enhance brain activity which elicits a 23% desirability response associated with choice, attainability and purchase behaviours.

Click here to find out more about our City of Sydney | Neuro-Insight study.

Digital OOH and the Sales Funnel | Dec 2022

As marketers, there is a constant desire to look for ways to influence customers along the sales journey. Our ‘Digital OOH & The Sales Funnel’ Neuro-Insight study proves that Out of Home is more than just an awareness medium. Whether it be awareness, consideration, purchase or advocacy, Digital OOH is now proven to help make your campaign more memorable to your audience, no matter what stage of the sales funnel.

Our 4th study with Neuro-Insight, which utilises more than 12.4 million data points across the most robust sample size of any Neuro study in Australia, has proven that DOOH can:

1. Deliver a +22% shift in memorability across the sales funnel
2. Generate greater memorability, when aligning your creative to the Neuro bias of different OOH formats
3. Drive better effectiveness when tailoring creative to the Neuro state of QMS formats

Find out how you can make your next DOOH campaign more effective.

DOOH Capabilities | August 2021

Our third study quantifies additional benefits delivered through DOOH’s capabilities on campaign effectiveness. The research proves DOOH is a different channel to static, and most importantly, when used for its inherent strengths, is capable of delivering greater impact.  The study revealed:

1. By incorporating creative evolution drives +38% uplift in OOH effectiveness.
2. The brain responds to change, every small change like colour and copy can drive a higher memory encoding response for your campaign.

Click here to find out more about our DOOH Capabilities study.

Site Attribution | June 2019

Uncovering how consumers associate important attributes to our sites and how that can benefit brands. The neuroscience investigation uncovered how the attributes of digital large format billboards help define their own unique site personalities and what this means for the brands that advertise on them.

Click here to find out how digital large formats can deliver impact and memorability for your brand.

Static vs Digital | March 2019

In association with leaders in neuroscience research our industry-first study demonstrates the significant increase in impact generated by large format digital billboards.  Demonstrating the relative impact of digital vs static formats.

Click here to find out more about our Static vs Digital study.

Want to know more?

For more information on any of these studies and how you can drive real results for your brand, please click here to contact us.