WHAT WE ANALYZED





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.