Small changes make a big impact in digital out-of-home advertising

Over time, evolving digital outdoor ads can create more memories, finds latest QMS and Neuro-Insight research

Outdoor media company, QMS, and neuro-marketing firm, Neuro-Insight, have found and quantified the way changing digital out-of-home (DOOH) advertising can have a 38 per cent higher impact than static advertising - all by day five. 

In a study of 30 examples across 15 categories, one of the strongest performers used digital capacity to evolve in a simple change that displayed the day of the week and the temperature at the time. The data-driven targeting delivered an 18 per cent stronger result than the average, static DOOH campaign. Results also showed long-term memory encoding, which is vital for effective campaigns, continued in respondents exposed to changing creative over time.


Credit: QMS

Neuro-Insight CEO, Peter Pynta, said the study scientifically proved static images on out-of-home advertising or DOOH do a great job at reminding audiences. Importantly, it proves that changes as simple as a different colour or updated copy help build new memories to enhance campaign performance.    

“We looked at how different DOOH capabilities changed the memory encoding bias across both the detailed left brain and global right brain – known as the Neurostate. This now shows us how, over time, evolving creative helps build new memories each time it is seen - driving a higher cumulative impact for the overall campaign,” Pynta said.

“Now, for the first time, we can quantify what we have always intuitively thought about the medium,” added QMS chief strategy officer, Christian Zavecz.

The Royals' head of strategy, Tom Donald, whose work for Coopers was included in the research study, agreed the findings change the way OOH should be considered and used.  

“Knowing how different OOH creative impacts a consumer’s memory should make creatives and strategists rethink how they use OOH from this point on. We don’t need to re-invent the wheel, but we can think of OOH beyond just an awareness medium," he said. “With the speed and flexibility of DOOH, there are no excuses not to make small changes to the creative over the life of a campaign, for maximum impact. “What this study shows is that dynamic DOOH campaigns are a great way to deliver higher impact over time, allowing brands to create and embed new memories.” 

Although DOOH comprises about 60 per cent of OOH, Zavecz said uptake of DOOH’s ability to change creative to date was comparatively low. Both media owners and advertisers need to properly understand the additional value DOOH can bring to take advantage of it, he said. 

The study is the third iteration of QMS’ investment into better understanding the real impact of DOOH on consumers through neuroscience. 

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here. 

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Great Sharing thoughts.It is really helps to define marketing strategies. After all good digital marketing plan leads to brand awareness...

Paul F

Driving digital marketing effectiveness

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in