WHAT WE ANALYZED
Let's Talk
We’d Love To Work Together!
Drop Us A Line
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.
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
FULL-MOTION, CENTER READ BILLBOARDS VS STATIC, ROADSIDE BILLBOARDS
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.
THE NEURO OF motion
Motion significantly enhances the impact of OOH advertising by:
DIGITAL STATIC, CENTER READ BILLBOARDS VS. STATIC ROADSIDE BILLBOARDS
WOW Media Billboards are 3.2x more impactful for advertisers than non-digital, static billboards.
THE NEURO OF STATIC DIGITAL BILLBOARDS
High quality imagery and central position of billboards creates:
Ambient Lighting Increases Ad Effectiveness
Interactive ambient lit billboards are 575% more impactful than static billboards.
THE NEURO OF LIGHTING
Ambient lighting increases sensorial impact of digital OOH creates:
Impact of campaign repetition on peak memory encoding
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.
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!
Get in touch with our team
6080 Center Drive, 6th Floor,
Los Angeles, California 90045
T - 310.644.7777
SELF-SERVICE AD PLATFORMAdvertise next to the world's busiest attractions.