Beyond Out of Home: Investigating the specific priming impacts of television and digital OOH

This paper argues that premium digital out-of-home media has a valuable 'priming' capability that makes people more receptive to other ad formats.

Beyond Out of Home: Investigating the specific priming impacts of television and digital OOH

Heather AndrewNeuro-Insight (UK)

Introduction

Working with Ocean Outdoor, Neuro-Insight used brain imaging to look at the subconscious impact of one medium on another. Specifically, we investigated the ability of premium, full motion media (television and premium digital outdoor) to positively prime responses to linked messages encountered in other media (magazines and mobile devices).

The context in which the research was undertaken was a fast-changing media environment in which new media were constantly transforming the media landscape. Within Out of Home (OOH) this effect was apparent...

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