Evolving OOH creative boosts long-term memory: research

Research from Neuro-Insight and OOH media company QMS in Australia/New Zealand proves, for the first time, that evolving out-of-home (OOH) creative boosts long-term memory, thus demonstrating that incorporating the strategic use of creative evolution into a brand’s campaign delivers greater impact.

Why it matters

Long-term memory encoding, critical for campaign effectiveness, continues to grow in respondents who are exposed to evolving creative, making it integral for media owners and advertisers to understand the additional value the capabilities of digital OOH (DOOH) deliver and how they can be used to drive greater campaign efficacy.

Four findings

• The research over 18 months captured real-life, continuous digital and static OOH panels over consecutive days.
• The study accurately measured how the human brain responds to a piece of creative advertising each day. 
• Creative that evolves was shown to deliver a 38% higher impact than that of static creative by day five.
• One of the strongest performing campaigns in the study harnessed the capabilities of DOOH with a simple creative change that displayed the day of the week, matched with the live temperature at the time, to deliver an 18% stronger result than the average DOOH campaign.

Quote

“DOOH in Australia already represents 61% of the industry. However, the uptake of creative capabilities amongst clients is still quite low. Now, for the first time, we can quantify what we have always intuitively thought about the medium: incorporating the strategic use of creative evolution into a brand’s campaign is now proven to increase its effectiveness” – Christian Zavecz, Chief strategy officer, QMS.