Premium large-format DOOH captures more attention than digital channels

A recent study in London, UK, reveals that premium large-format Digital Out of Home (DOOH) attracts up to 5x more attention than online digital formats.

Last update: September 10, 2025

Published on June 11, The Attention Dividend by Ocean Outdoor in partnership with Lumen Research, highlights key findings that reshape the media strategy landscape in 2025:

Key results:

• 5.1x more effective than digital online formats.
• Holds attention 8.2x longer than online display, 5.5x longer than social media content, and 1.6x longer than online video.
• Delivers up to 2.5x higher brand recall than online video.
• Video creatives on premium DOOH drive 2.5x more brand choice than static ads.

Three main benefits of premium large-format DOOH:

1. Long-term profitability.
2. Boosted mental availability (brand recall).
3. Higher consumer desire to choose the brand.

Immersive impact and programmatic capabilities

The immersive impact of formats like dynamic creative and 3D not only outpaces online formats but also rivals digital video platforms in boosting brand consideration and desire.

Combined with programmatic capabilities, Premium DOOH offers advertisers a high-quality channel that delivers measurable results for both brand-building and business growth.

Premium DOOH as a strategic investment

With its ability to capture attention and build long-term brand value, premium DOOH stands as a strategic solution for sustainable growth, increasing ROI through stronger mental availability and deeper brand impact.

Methodology: The study, The Attention Dividend, used eye-tracking studies to capture attention data as participants viewed first-person pedestrian footage featuring DOOH screens, followed by brand recall and brand choice surveys.