Summary
A landmark three-stage collaborative research study proving the effectiveness of using contextually relevant messaging in Digital Out-of-Home advertising (DOOH).
The challenge was to educate the marketing industry on how to maximise DOOH performance, with DOOH accounting for 50% of all OOH revenue, yet in 2019 only 8% of campaigns utilised the benefits of contextually relevant messaging.
So, for the first time ever, two Out-of-Home media owners, JCDecaux UK and Clear Channel, formed a cross-industry collaboration with specialist Posterscope. Three innovative research specialisms of neuroscience, eye-tracking, and sales analysis were used alongside collaborations with clients and a renowned behavioural scientist....