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.
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.
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
Eye-tracking technology was used to isolate the exact seconds of exposure for each billboard on the journey.
Neuro-data was then analyzed to identify assessed impact for each billboard included in the simulation.
The Neuro-Impact Formula is Neuro-Insight’s trademark score that enables comparison of ad units.
The results showed unequivocally that, in comparison to traditional static billboards, center read, full-motion digital billboards are 5.8x more effective to deliver a more powerful in-market impact, with more impressions encoded into long-term memory.
Motion significantly enhances the impact of OOH advertising by:
WOW Media Billboards are 3.2x more impactful for advertisers than non-digital, static billboards.
High quality imagery and central position of billboards creates:
Interactive ambient lit billboards are 575% more impactful than static billboards.
Ambient lighting increases sensorial impact of digital OOH creates:
The study found the dynamic nature of WOW Media Billboard ads have minimal "campaign wear out". That means repeat viewings on multiple billboards over time can enhance the impact of advertising.
In order to increase the effectiveness of your advertisements, make sure to follow this checklist when considering OOH providers:
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