Evolving Creative is More Memorable
A recent study by research company Neuro-Insight for Australian Digital Outdoor media company QMS into the effect of different OOH creative approaches has revealed that Digital Out of Home creative that evolves has a 38% higher impact than static creative after five days. The study reveals that long-term memory encoding, critical for campaign effectiveness, continues to grow in response among those exposed to the evolving creative.
Spanning 30 creatives across 15 categories, one of the strongest performing campaigns in the study harnessed the capabilities of Digital OOH (DOOH) with a simple creative change that displayed the day of the week matched with the live temperature at the time, to deliver an 18% stronger result than the average DOOH campaign.
In addition, the research also revealed that whilst static creative works well at providing brands with continuity or branding objectives, evolving the creative message enables brands to more effectively communicate new information and therefore add more layers to a campaign.
“The ground-breaking study opens up a new understanding in the world of neuroscience.” – Peter Pynta, Neuro-Insight Chief Executive Officer
“For the first time, we can now scientifically prove that static images on OOH or DOOH do a great job at reminding audiences. But with evolving creative, campaigns can start to maximise their frequency with small changes to the creative helping to establish or build new memories to enhance a campaign’s performance. These changes can be as simple as a colour change, or copy updating each day.”
This research from Australia reflects ‘The Moments of Truth’ research study that we introduced to this market in summer 2020. It proved the additional effectiveness of digital OOH campaigns that are contextually relevant on account of factors such as location, time or weather. Our Liveposter platform, which serves Dynamic OOH advertising across multiple networks, allows brands to deliver the right message at the right time, not the same message all the time.
On the Move
The latest mobility trend data from Apple reports that driving levels across Northern Ireland averaged 156% for the past week (9th – 15th September), which is 25% higher than the same period in September 2020.
The return of the school run, combined with the growing levels of people commuting to the office, has undoubtedly contributed to increased congestion recently. The latest Tom Tom Traffic analysis for Belfast has highlighted more pronounced traffic congestion levels in the mornings and afternoons, with congestion levels reaching at least 70% each morning this week. The latest 2021 data is looking more akin to the pre-covid patterns reported in 2019.