Pretend for a moment that you’re a media planner. Given the options of an out of home (OOH) display at either Times Square or O’Hare Airport in Chicago, which would you choose? Even though O’Hare reaches >350% more potential customers, most people will choose Times Square. Why is that? It’s because most people’s gut instinct is that that premium sites have a more profound, subliminal impact on consumers.
[photo cred: Ocean Outdoor]
Premium Outdoor Locations Perform Better
For the first time, “The Science Behind the Art of Outdoor” has quantified the true impact of premium digital OOH. Using modern brain imaging technology, Nero-Insight and Ocean Outdoor have proven the ability of this medium to capture consumer’s attention, engage their emotions via a WOW factor, facilitate memory encoding, and ultimately drive purchases.
This is the first step and, in today’s increasingly cluttered advertising ecosystem, is not as easy as it used to be. As our brains are programmed to respond to changes in our environment, the key to breaking through is to go digital – incorporating sight, sound and motion to incite the senses. The ability to capture attention at these sites is further amplified by the length of visibility as well as the size and scale of the screens, resulting in a longer engagement.
Trigger an Emotional Response
Spectacular sites engender stronger emotions. The right brain was shown to be the primary driver, supporting the notion that they create and deliver the elusive WOW factor that brands seek. And, perhaps most importantly, it was a positive emotional response. Even with identical creative, premium outdoor locations perform better, thereby energizing the impact of the creative.
Encode into Memory
These sites also evoke the highest levels of emotional intensity, consequently leading to stronger memory encoding. This is perhaps the most important metric, as its measure directly correlates with subsequent purchase decisions.
Prime for Greater Impact
Finally, the most iconic sites have a powerful priming effect on other sites, extending their impact beyond initial viewing. This creates a positive halo effect across a brand’s entire OOH campaign, regardless of the secondary screen’s locations, leading to an increased return on investment for the brand.
In the end, this study not only validated the “gut feeling” we all have when it comes to choosing iconic locations, but also went a step further in proving that there is a synergistic effect across entire OOH plans when these locations are incorporated. Premium sites have the ability to deliver a win-win, with advertisers seeing more results and consumers enjoying them more. Are you leveraging premium sites in your marketing campaigns?
Reach out to us today and if you like what you've read, subscribe to InStadium Insider now!