Understanding OOH, attention and frequency

A study by Lumen Research for Kinetic looked at OOH ads and the impact of frequency – on attention, memory, and purchase intent.

It can sometimes feel that attention is the most important thing in advertising at the moment – and the more of it the better. But, says Mike Follett, founder of Lumen Research, you don’t always need a lot of attention to trigger a memory or to prompt purchase intent. “What’s really important is to understand the right level of attention needed to get the job done.”

And, he told a recent GroupM online event, out of home has an ability to “deliver sufficient attention to drive outcomes without necessarily suffering from diminishing returns over time”.

The measurement debate


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