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A landmark three-stage research study by JCDecaux, Clear Channel and Posterscope proves moments and content relevance in Digital Out of Home campaigns increase consumer brain response, ad recall, brand / creative rating and sales response
NeuroscienceThis was a research experiment monitoring the brain response of 160 participants during exposure to either contextually relevant (test) or non-contextually relevant (control) DOOH advertising:
Ad Recall280 respondents viewed a video walkthrough of an indoor shopping centre. The video featured a mixture of contextually relevant (test) and non-contextually relevant (control) advertising displayed on DOOH screens.
Eye tracking software monitored the duration of ad fixation, while a post exposure questionnaire recorded ad recall and creative rating.