The most recent neuroscience study from QMS shows the relative effects of various out-of-home (OOH) creative strategies and how effective they are for companies as a whole.
In the world’s first research on this subject, which was conducted in collaboration with Neuro-Insight, real-life, continuous digital, and static OOH panels, were recorded over the course of many days. This was done in order to precisely gauge how the human brain reacts to creative advertising like digital billboards on any given day.
What the QMS and Neuro-Insight study found out about DOOH
The study’s objective was to illustrate the relative influence of various OOH creative strategies and their value to businesses. As part of the study, a 235-person consumer panel consented to take part in the neuro research daily for either Part A’s five days or Part B’s three days.
Every day, the same sample was shown the same marketing campaign creative. Both panels had identical OOH capability configurations, including both static and dynamic billboards.
The study found that respondents who are exposed to developing creativity had higher levels of long-term memory encoding, which is important for the success of marketing campaigns. By day five, it was discovered that dynamic creativity had a 38% larger effect than static creativity.
The study also concluded that DOOH impacts memory encoding by an average of 22% across the sales funnel. This gives advertisers fresh perspectives on how to persuade prospects during the sales process.
What Christian Zavecz, the Chief Strategy Officer Had to Say On the Matter
The chief strategy officer at QMS, Christian Zavecz, claims that there is a need for both advertisers and media owners to have a full understanding of what values DOOH capabilities provide and how to leverage them to boost campaign performance.
He also had the following to say about the new study: “For the first time, we all are now able to fully quantify what has remained only in our thoughts for a long time about the medium. We all can now see how employing strategic use of creative evolution by brands in their campaign can help increase its effectiveness.”
The study also showed that while static creative is excellent at achieving marketing or continuity goals for businesses, updating the unique message allows brands to convey fresh knowledge more and so add layers to a DOOH campaign.
What Are the Benefits of DOOH Advertising?
Digital Out-of-Home (DOOH) advertising has swiftly overtaken all other forms of advertising as the most popular advertising trend right now, and it doesn’t appear to be slowing down soon. Innovative advertising strategies that people will remember are provided by DOOH.
Because of its constant exposure, digital out-of-home advertising is effective in helping customers remember product details visually. The more often consumers see your DOOH advertising, the more of an impression it will have. And the easier it will be to develop an image of your brand in their minds.
Advertisers are able to provide prospective customers with important details about the product or service when they showcase it on DOOH advertising displays. As a result, this is a fantastic strategy to enhance your advertising efforts, reach your audience and generate more sales.
