The Moments of Truth
—Clear Channel, JCDecaux and Posterscope
Clear Channel, JCDecaux UK and Posterscope teamed up with collaborative research in a study called ‘The Moments of Truth’, examining the power of relevancy in Out of Home (OOH). Examining brain response, ad recall, brand / creative rating and sales response, the results demonstrate the value and benefits of Digital Out of Home advertising.
The short answer of what they found?
Context relevance can improve advertising effectiveness by 17% of audience response.
Using neuroscience, online eye tracking, questionnaires, and test sales analysis, the group was able to demonstrate the use of data-driven scheduling together with relevant copy can boost effectiveness significantly. Brain response is 18% higher when viewing contextually relevant content in DOOH campaigns, which leads to a 17% increase in consumers’ spontaneous advertising recall, and ultimately delivering a 16% sales uplift after a dynamic DOOH campaign.
The study research was released yesterday March 3.
[…] Whether you’re talking about online or outdoor campaigns, when consumers come across contextually relevant creative they’re more likely to gain interest and interact with your brand. With DOOH, aim to create designs that can be used depending on variables such as special events, locations, traffic, weather, flight statuses, etc. Contextual DOOH creative helps promote engagement and can actually boost campaign effectiveness by 17%. […]
[…] Whether you’re talking about online or outdoor campaigns, when consumers come across contextually relevant creative they’re more likely to gain interest and interact with your brand. With DOOH, aim to create designs that can be used depending on variables such as special events, locations, traffic, weather, flight statuses, etc. Contextual DOOH creative helps promote engagement and can actually boost campaign effectiveness by 17%. […]