In a global-first study by Neuro-Insight and QMS Media, DOOH (Digital-Out-of-Home) campaigns with evolving creative elements were found to be among the most effective in memory encoding and impact. DOOH has long been viewed as traditional out of home, but now neuroscience research - measuring the conscious and subconscious mind - proves that it is worth it to invest in DOOH to drive greater results. At GDR we see many signs of DOOH becoming part of modern marketers’ mix of tools. Our IDFree targeting tool: idfree.com is built to enable activation to DOOH in order to reach both online and offline audiences: True omnichannel.
The research compared the impact of digital creative versus static creative on audiences and showed that small changes in the creative over a typical week increased the campaign’s effectiveness by 38%. In short, the research shows that static DOOH creative acts as reminders, whereas evolving certain elements build additional layers to a brand campaign.
"Not all contacts are created equal. It is actually the quality of reach that is imperative for driving attention, impact and cut through.”
- Christian Zavecz, Chief Strategy Officer at QMS
As DOOH encompasses marketing to a large number of people in a dynamic, flexible way, it has developed from a platform that sells digital assets to one that is close to a fully-fledged digital medium.
Neuro-Insight CEO APAC, Peter Pynta, says that evolving DOOH is a very different neurostate ™ for people seeing the ads:
“As DOOH capabilities evolve, we can use the modern creative and media ecosystem better, helping marketers unlock this largely unseen advantage.”
We too hear that our clients, and their clients, look to DOOH campaigns because of the real-time technology that allows for small important tweaks of the campaign creative - while maintaining long-term brand consistency with a high campaign quality and efficiency.
Have a look at Neuromarketing: What You Need to Know for a deeper introduction.
idfree.com is the targeting tool that works across all online advertising channels and device platforms. By enabling DOOH activation, we support agencies and advertisers to try out incorporating a dynamic/changeable element in the creative along with a map-based reach of the audience.
As always, please see our contact details and reach us for a talk about your concerns about the value of DOOH as an efficient channel.
IDFree audiences are currently available in Austria, Australia, Belgium, Canada, Switzerland, Germany, Spain, France, Italy, Japan, the Netherlands, Poland, Portugal, the United Kingdom and
the United States for digital campaign activation on display and outdoor, mobile, video and social channels including Facebook, Instagram, Twitter, Pinterest and Snapchat.