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Classic billboards as effective as a 15 second TV ad: OMA

The Outdoor Media Association (OMA) says its world-first study of how people are impacted by classic and digital outdoor signs has found that advertising seen on classic billboard signs had a similar impact to a 30 second radio commercial or a 15 second television ad. Advertising on digital signs performed even better.

   The Neuro Impact of Out of Home webcast

“The findings of our neuroscience study show the impact of advertising on the subconscious, and provides scientific proof of the effectiveness of digital and classic Out of Home,” said the OMA.

“The neuroscience findings show that advertising seen on classic signs is just as impactful as a 30 second radio commercial or 15 second television advertising spot. Advertising seen on digital signs averages even higher by delivering 63 per cent more impact than classic signs. Crucially the results provide proof that advertising seen on OOH signs have the power to deliver impact in just a one or two second glance. “

The OMA said its research is “the single largest media neuroscience study of its kind in the world, resulting in more than one million data points.”

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  "A game-changer for OOH":
 OMA CEO Charmaine Moldrich

OMA CEO Charmaine Moldrich: “This research is a game-changer for Out of Home. Not only have we provided undeniable, scientific proof of the subconscious impact of advertising, but we have also shown that just one glance at one of our signs is sufficient for brand messages to elicit an emotional response that encodes into long term memory. What’s more, it introduces a qualitative measure that will be added in 2022 to our audience measurement system, MOVE, giving agencies and clients yet another tool to help them plan and buy their Out of Home campaigns.”

In conducting the two-year research project for the OMA, Melbourne-based neuroscience research company Neuro-Insight used eye-tracking and brain-imaging technology to analyse the brain’s neural response when looking at advertising on OOH signs. More than 2,000 people participated in the study and their responses to over 800 classic and digital signs were recorded.

By measuring the peak moments of long-term memory encoding and emotional intensity in the brain, Neuro-Insight was able to evaluate the impact of OOH signs on the audience. Both memory and emotion are key neuroscience metrics associated with mental availability which is linked to effective advertising campaigns.

“What we have accomplished in doing this research is go beyond the ‘how many’ part of the equation that comprises most mature media measurement,” said Peter Pynta, CEO of Neuro-Insight. “With the Neuro Impact Factor, we have brought in a quality dimension in a scalable way. We finally have three parts of the triangle of reach, frequency and now impact—and I hope the market shares our vision.”

Moldrich added: “What we’ve tapped into is the holy grail of advertising—demonstrating to advertisers and agencies that their campaigns work and that they leave a lasting impression in the mind of the audience which can influence future behaviour.”