A new neuro-science study conducted by Neuro-Insight for Ocean Outdoor shows how full motion digital out-of-home (DOOH) campaigns are more impactful than static displays.
In order to analyse brain responses to full motion and static out of home adverts, researchers focused on three key brain metrics: emotional response, how positive that emotional response was and the number of brand impacts encoded into memory.
The results show that both static and full motion content delivered high levels of positive emotional response, but that full motion created more branded peaks of memory encoding, and was 2.5 times more impactful compared to static.
Meanwhile, the results also indicated that full motion DOOH has a comparable impact to TV and has the capability to build brand equity rather than just deliver a brand impact.
“Previous neuroscience studies have established that iconic, large format advertising delivers heightened emotional response and strong memory encoding, and that this impact is heightened by full motion content,” said Helen Haines, head of marketing at Ocean Outdoor.
“We’ve now established that DOOH delivers brain responses that are comparable to that of television advertising and that it works in a similar way, delivering multiple impacts and a strong emotional response: two key components that contribute to driving real world sales.”
The study’s findings also revealed that short-form online video content created higher levels of response and more peaks of branded memory when delivered via a full motion DOOH screen.
And more generally, some characteristics of full motion DOOH that help drive positive brain responses include brand iconography, bright colours and images of people or faces.
“Full motion DOOH is a growing delivery vehicle for short-form video content, but the study shows that it primes the brain to respond more strongly when the same content is viewed online. Which means online video campaigns will perform better if full motion DOOH is included in the media plan,” said Haines.
The research was carried out in Manchester, where more than 100 participants took a walk past three static and full motion DOOH campaigns, which included brands such as Netflix, Warburtons and Gucci.
