New Ocean Outdoor study shines a light on the effectiveness of digital out-of-home campaigns
New research conducted by Neuro-Insight for Ocean Outdoor has revealed the effectiveness of interactive digital out-of-home campaigns.
The research was the fourth wave of Ocean’s neuroscience research programme, which aims to establish a clear hierarchy for the effectiveness of out-of-home advertising forms.
Previous research done for Ocean Outdoor had already established that full-motion digital sites are 2.5 times higher than static sites. The aim of this latest study was to dive down further and explore brain reactions to different forms of interactive digital content.
The research aimed to establish which digital content forms are most engaging
For this fourth wave, Ocean Outdoor had 107 participants observe four different kinds of interactive content: WiFi, social media, live streaming and augmented reality. For each of these, peaks in emotional response, the positivity of that emotional response and the number of brand impacts encoded into memory were all recorded.
“This proves our theory that digital out-of-home combined with interactive technology further boosts responses.”
Ocean Outdoor Head of Marketing and Events Helen Haines
Communications that used social media were found to be the most effective
The use of WiFi was based on a recent campaign that invites passers-by to connect with the advertising screen via free WiFi. When they are connected to the screen, they can then use their handheld device to uncover something extra on the advertisement. This proved to be 52% more effective than a typical full-motion display.
Secondly, participants were asked to trial the effectiveness of social media on advertising. They needed to upload a selfie with a given hashtag, which would then appear in a live feed on the advertising screen. Engagement for this was more than five times higher than a regular full-motion display.
Participants then put live streaming to the test. This saw the participants watch a two-minute live stream of either a Gucci fashion show or a Formula E race. Here, the participants were over three times more engaged than they would have been with a full-motion digital display.
The effectiveness of augmented reality was then put to the test. Here a live mirror stream on the display featuring different creatures coming into view was shown to participants on the screen. This was almost four times more effective than a full-motion display.
Commenting on the findings, Ocean Outdoor Head of Marketing and Events Helen Haines said: “We’ve now established a clear hierarchy of out-of-home sites and shown how interaction with creative content adds a strong incremental impact. This proves our theory that digital out-of-home combined with interactive technology further boosts responses, delivering multiple impacts and an even stronger emotional response, two key components that contribute to driving real world sales.”
Issue 3 | August 2019
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