The Moments of Truth
[10 July] This week we launched The Moments of Truth research study in Ireland, a collaborative piece of research conducted in the UK by our colleagues in Posterscope, along with Clear Channel and JCDecaux. The study was designed to inform and educate the marketing industry on how dynamic Digital OOH (DOOH) maximises DOOH performance and consumer response. The Moments of Truth is a combination of three different research techniques, which collectively provided not only an academic understanding of contextually relevant messaging in DOOH, but also offer an understanding of how these academic insights present as real-world actions. The three research techniques undertaken were:
Stage 1 – Neuroscience:
To measure brain response to contextually relevant DOOH messages.
Stage 2 – Ad Recall:
Eye-tracking research to measure DOOH fixations, advertising recall and creative rating.
Stage 3 – Sales Effect:
Test and control sales uplift studies to understand the direct sales response.
Topline Findings
Key findings from this pioneering study reveal that consumer brain response is 18% higher when viewing relevant content in digital Out of Home campaigns, which in turn leads to a 17% increase in consumers’ spontaneous advertising recall. And ultimately it demonstrates that dynamic digital Out of Home campaigns can deliver a 16% sales uplift.
When combined, these findings give an overall campaign effectiveness uplift of +17%.
We now have a far better understanding of how and why relevance is a key component of OOH effectiveness that can both build brand equity and drive brand actions. This provides significant opportunities to optimise performance. In a Now, Near and Next when context and relevance in advertising will be more important than ever, this study provides a compelling case for OOH.
For a full presentation on The Moments of Truth, please get in touch with your PML Group contact or drop us a note to info@pmlgroup-ni.com.
