Digital Out of Home campaigns that focus on delivering contextually relevant content significantly increase ad recall and sales response, claims a new three-part study.

The research commissioned by Clear Channel, JCDecaux UK and Posterscope showed a 17% more effective audience response for DOOH.

Researchers say they found consumer brain response was 18% higher when stimulated by relevant content in DOOH campaigns, which leads to a 17% increase in ad recall, which in turn delivers a 16% sales uplift. Combining these scores led them to arrive at an overall effectiveness score of +17%.

The study, “The Moments of Truth”, used a combination of three research techniques dubbed “research to reality”, which included measuring brain response and eye tracking, to arrive at its findings. Brain response was measured by neuroscience research company Neuro-Insight and was aimed at discovering why content using individual dynamic information triggers, like location or live updates, drives increased levels of brain response.

The brain responses of more than 160 people were measured after they were exposed to content relating to a series of brand categories on a full-size portrait DOOH screen.

Among the findings were that showing a brand or product at the right time/day of the week created an average 12% pick-up in brain response; displaying unique and relevant content based on weather, location or a live update created an average 18% increase in brain response.

Combining both of the above to create the so-called “nirvana state” generated a 32% increase in brain response.

To test ad recall, over 280 people viewed “walk-through” footage of a shopping mall with six DOOH screens showing different brands’ ads. Advertising with relevant content at relevant moments generated not only more attention, but improved brand and creative ratings. The study found a 17% average increase in spontaneous ad awareness for relevant ads.

In terms of sales response, researchers say the most relevant content, delivered at the most relevant moment, drove a 16% rise in sales when measured against no OOH. This compared to an increase in sales of +9% for a traditional, singular DOOH approach versus no OOH.

Glen Wilson, MD at Posterscope, concluded: “The ability to deploy truly dynamic content across thousands of high-quality, networked digital screens is probably the most significant step forward for OOH since the arrival of those digital screens well over a decade ago.”

Sourced from Clear Channel, JCDecaux, Posterscope