If marketers apply the right sequencing to a campaign involving out-of-home media and including editorial elements, advertisers can expect to see a significant boost in effectiveness, research has shown.

With the rise of digital out-of-home, advertisers have more options than ever – in terms of both real estate and creative – so oOh!media in Australia and neuro research firm Neuro-Insight set out to look at the role of quality branded content in the out-of-home space.

Their peer-reviewed study tracked various campaign components and the impact they had at certain stages along this journey.

“We had two clear objectives,” explained Ashleigh Scott, integrated solutions director for oOh!media. (For more, read WARC’s report: How content and sequencing boost out-of-home effectiveness.)

“We wanted to see how people respond to standard, branded digital which is just an ad spot with native content. Then, secondly, we wanted to understand how it would work when we integrated native content with mobile and social.”

Standard digital out-of-home operated as the baseline, with other elements then “spliced” through a typical day-in-the-life consumer journey. The sequence was reordered to test how effective each element was at each moment in the journey.

“We saw that the optimal sequencing was branded, digital out-of-home, then native content through out-of-home, and then native through mobile and social,” Scott reported.

“What we saw was a 32% increase in detailed memory coding which is a really significant result.”

Scott called the findings of the research the “native, digital out-of-home success formula” and while the results are impressive, the question of whether employing such an approach converts to hard sales remains.

“We constantly get asked about attribution from an out-of-home perspective and it’s very difficult because for most brands there are other media channels on the plan,” Scott acknowledged.

“That’s one of the reasons why we wanted to do this study.”

Sourced from WARC