Out-of-home business Ooh!Media commissioned a two-year study that encompassed more than 60 TV commercials and the use of neuroscience to establish the most powerful moments in these ads.
Subsequent testing showed that including these key moments in OOH advertising could increase consumers' long-term memory measure by an average of 42%, B&T reported.
"The image effectively acts as the 'replay button' – re-triggering those memories which have been previously stored when originally watching the TVC or video pre roll," explained Brendon Cook, Ooh!Media CEO.
"Using an iconic image dramatically increases long-term memory and recognition," he added.
Cook reported that media agencies had had clients rejecting campaigns as they were unconvinced the creative was going to work, but argued that the use of neuroscience showed how they could achieve improved results by selecting the correct moments from existing creative.
And the impact could be even greater, he suggested, if further work was done on the selected trigger image. While this study was on static images, Cook said he was planning similar research into the use of moving images in outdoor advertising.
The Warc Toolkit 2015 noted that neuro studies by the likes of MTV and Coca-Cola had supported a multichannel approach. It also observed a momentum building behind neuroscience-based research, as costs have come down and research turnaround times have shortened.
But Thom Noble of NeuroStrata has cautioned that providers of neuromarketing services often come from a tech/academic background and lack brand planning and marketing expertise, which can lead to problems with the quality and relevance of data interpretation.
Cook claimed his research showed that clients were going to have to seriously consider the need to "reduce their TV expenditure and increase their OOH expenditure to get the same audience benefits they used to see from television alone".
Data sourced from B&T, AD News; additional content by Warc staff