Forum: Using neuroscience to understand the impact of premium digital out-of-home media

In this article, Heather Andrew and Dr Shaun Seixas of Neuro-lnsight, and Helen Haines from Ocean Outdoor explain how modern brain imaging technology can be applied to measure people's emotional, subconscious responses to different forms of outdoor media, from static paper and paste posters to multisensory advertising screens.

Introduction

Historically, out of home (OOH) has been an impactful and visually arresting medium, but one which was essentially static. Messages were printed on large format paper, pasted up, and left in place, unchanging for days or even weeks. But, in the past decade, the picture has changed dramatically. With the growth of digital OOH (DOOH), many new outdoor locations now have full motion, Wi-Fi enabled, large format screens that can broadcast moving images and content in real time and can even interact with audiences.

In parallel with these changes, online channels and digital delivery have created a media landscape...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands