HOW EFFECTIVE ARE YOUR OOH ADVERTISEMENTS?

Neuro-Insight and WOW Media have combined forces in an attempt to quantify the quality of an OOH/DOOH impression. The results from our scientific study? Positioning, lighting, and video have a profound impact on the overall effectiveness of OOH advertisements. How much you ask? Well, WOW Media DOOH is 5.8x more effective than non-digital billboards. Read on to discover the best practices for billboard advertising in 2023.

WHAT WE ANALYZED

Impact of Digital vs Non-Digital Billboards
Impact of Full-Motion vs Static Billboards
DOOH/OOH Impact on Motorists in Motion vs Stopped at a Traffic Signal
Impact of Center Read vs Roadside Billboards
Impact of Digital Billboards With and Without Interactive Ambient Lighting

WHO IS NEURO-INSIGHT?

Neuro-Insight is a neuro analytics company that uses proprietary brain-imaging technology to measure how the brain responds to various tests. This cutting-edge science delivers consumer insights on an emotional and subconscious level. With clients such as Coca-Cola, Mastercard, and Facebook, Neuro-Insight has a long-standing history of working on high-profile studies with truly ground-breaking results.

ABOUT THE STUDY

Simulated Journey

Simulated Journey

Consistent with global standards, a simulated journey was used for this study. The 24-minute drive through experience included:
I. Freeway & inner road exposure
II. Day & night experiences
III. A full range of WOW Media Billboards and non-WOW OOH

Participants

Participants

EYE-TRACKING

EYE-TRACKING

Eye-tracking technology was used to isolate the exact seconds of exposure for each billboard on the journey.

NEURO-DATA

NEURO-DATA

Neuro-data was then analyzed to identify assessed impact for each billboard included in the simulation.

Detail Memory: Ad Memorability
Global Memory: Narrative Connection
Approach: Likability, Desire to Watch
Withdrawal: Dislike, Desire to Leave
Visual Attention: Visual Interest
Eye Tracking

Neuro-Impact Formula

Neuro-Impact Formula

The Neuro-Impact Formula is Neuro-Insight’s trademark score that enables comparison of ad units.

The Results

the final take

In order to increase the effectiveness of your advertisements, make sure to follow this checklist when considering OOH providers:

Does the billboard have dynamic lighting?
Does the DOOH support full-motion graphics?
WHERE IS THE OOH POSITIONED (CENTER, RIGHT OR LEFT READ)?
Where is the OOH positioned?

WOW MEDIA BILLBOARDS ALWAYS HAVE THE LATEST IN CUTTING EDGE TECHNOLOGY AND OUR NETWORK IS LOCATED IN SOME OF THE HIGHEST TRAFFIC AREAS IN ALL L.A. WITH 68,500,000 WEEKLY IMPRESSIONS.

MAKE THE MOST OUT OF YOUR DIGITAL SIGNAGE.

LET uS WOW YOU!

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