Ground-breaking study compares the impact of Out Of Home to radio and television advertising

The Outdoor Media Association (OMA) has launched a world-first, largest media neuroscience study revealing how people are impacted by advertising on both classic and digital Out of Home (OOH) signs.

The findings show that advertising that is seen on classic signs is as impactful as a 30 second radio commercial or a 15 second television advertising spot.

Advertising seen on digital signs averages even higher with 63 per cent more impact than classic signs. The results show that advertising seen on OOH signs have the power to deliver impact in just a one or two second glance.  

 OMA CEO Charmaine Moldrich said This research is a game-changer for Out of Home. Not only have we provided undeniable, scientific proof of the subconscious impact of advertising, but we have also shown that just one glance at one of our signs is sufficient for brand messages to elicit an emotional response that encodes into long term memory. What’s more, it introduces a qualitative measure that will be added in 2022 to our audience measurement system, MOVE, giving agencies and clients yet another tool to help them plan and buy their Out of Home campaigns.

The research was conducted over a two-year period with Melbourne based neuroscience research company, Neuro-Insight, where the use of eye-tracking and brain imaging technology was used to analyse the brain’s neural response when looking at advertising on OOH signs. Over 2,000 people participated with their responses to over 800 classic and digital signs recorded for the study. Key to the study was the memory and emotion metrics.

It is believed that the results of this ground-breaking study will inform the development of a new currency that advertisers and agencies can use. The first qualitative metric in the world to validate effectiveness with quantitative metrics. Neuro-Insight CEO Peter Pynta hopes the market shares their vision. They finally have three parts of the triangle of reach, frequency and impact.

Moldrich believes that what they have tapped into is the holy grail of advertising—by demonstrating to advertisers and agencies that their campaigns work and that they leave a lasting impression in the mind of the audience which can influence future behaviour.

Launched on Thursday 9 September, the Neuro Impact Factor will be available to use in MOVE from 31 January 2022.