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17 April 2022
Measuring the power of digital outdoor
Digital outdoor & OOH
Outdoor & out of home effectiveness
Outdoor & out of home planning and buying
A neuroscience study by Australia’s Outdoor Media Association and Neuro-Insight showed that, overall, digital delivered an average of 63% higher impact score than classic signs.
Key takeaways
- Size was a key driver with larger sizes within every environment achieving higher impact scores in that environment to smaller signs.
- Environment also played a key role with the same size signs achieving different results in different environments. One of the most significant differences was in internal station locations versus airport or shopping centres.
- Movement was shown to increase scores in several ways:
- Movement of the sign;
- Movement within the sign;
- Full motion...
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