A Neuroscience study from OMA reveals the benefits of DOOH / OOH against other channels.


The Outdoor Media Association released a 2 year research study organized by Melbourne's Neuro-insight company, using eye-tracking and brain-imaging technology to analyse brain's neural response when looking at the advertising OOH signs. In this study, collaborated more than 2,000 people, and their responses to over 800 classic and digital signs were recorded.

Last update: September 15, 2021

Some of the impactful results:

  • The Static billboard is as effective and impactful as 30 seconds radio commercial or 15 second television spot.
  • Even better Digital Signs (DOOH) generates an average of 63% more impact than classic or static (OOH) signs.
  • The industry says the results provide proof that advertising seen on OOH signs have the power to deliver impact in just one or to second glance.
  • Generating brand messages with an emotional response that encodes into long term memory.

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