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New research by Neuro-Insight on behalf of Ocean Outdoor has found that full motion digital out-of-home (DOOH) can deliver 2.5 times the impact of equivalent static sites.
The neuroscience study shows how full motion DOOH delivers an experience that appropriates the traditional brand-building role of television and can amplify the impact of online advertising.
Building on previous neuroscience studies, Ocean hypothesised that full motion DOOH would play a similar role to television in helping to build brand equity and create strong emotional associations for brands, and that, as part of a linked campaign, it could prime the brain to respond more strongly to brand communication in an online environment.
What was learnt and what it means:
Full motion outperforms static: DOOH is 2.5 times more impactful than equivalent static sites. Full motion DOOH is comparable to television in its brand-building impact
Full motion DOOH builds brands: Full motion sites can extend the reach of a television campaign whilst eliciting equally strong and positive responses
Online video translates to DOOH: Short-form online video content performs better on DOOH than it does in an online context. DOOH can add a brand-building dimension to content which, online, tends to play more of an activation role
DOOH amplifies online impact: Full motion DOOH primes this content to perform better when seen online. Online short-form video campaigns will perform better if full motion DOOH is included as part of the media plan.
The study demonstrated that full motion DOOH delivers a brain response that is comparable to that of television advertising and works in a similar way, delivering multiple brand impacts and a strong emotional response – the components that have been shown to contribute to real-world sales impact.
It can also work as an effective delivery mechanism for short-form online content and, as part of a linked campaign, can prime the brain to respond more strongly to that same content when viewed online.