Brain response improved by 12% when people were shown a brand or product at the right time or day of the week.
A Clear Channel, JCDecaux UK and Posterscope study revealed that DOOH campaigns with contextually relevant content saw improved ad recall by 17%. In such a scenario, the brain response was 18% higher and could deliver a 16% sales uplift.
The brain responses of over 160 people were measured after exposing them to content relating to a series of brand categories on a DOOH screen. Brain responses improved by 18% on showing audiences unique and relevant content based on weather or location or live updates.
Over 280 people were shown “walk-through” footage of a shopping mall with six DOOH screens showing different brands’ ads to test ad recall. 17% average increase in spontaneous ad awareness for relevant ads was observed.
[2 minute read]