New findings from a study looking into the impact of OOH on attention reveal that participants’ attention increased with each exposure to a specific ad.
The study from Group M, OOH, Lumen and media owners, found that just three seconds of attention led to a 26% increase in metrics such as brand recognition across five household brands measured.
Longer amounts of attention were also critical for driving lower-funnel metrics (directed at those who show potential to buy), such as consideration, which saw a 6% increase after three seconds.
In order to conduct the test, Lumen used cutting edge eye-tracking technology on a representative sample of 900 UK adults.
“This research not only enriches our understanding of attention dynamics in OOH but also provides actionable insights to optimise campaign strategies and drive tangible results for brands looking to enhance campaigns right through the sales funnel,” said GroupM OOH insights director Sarah Harding.
In the study, participants were immersed in video simulations of bustling environments like Birmingham’s Bullring shopping centre and London’s Liverpool Street Station, before being exposed to varying frequencies of OOH adverts.
Planners can utilise the findings by selecting the right combination of formats and strategy, and changing creative to suit different OOH environments.
Creatives are then able to leverage the insights to further improve effectiveness by implementing small but impactful adjustments, for example by packaging messaging into easily digestible chunks, using contrasting colours or incorporating elements like subtle motion.
The report also recommends incorporating 3D, interactive or longer copy in order to aid brand storytelling. “Lumen’s mission is to turn attention into action,” said Lumen managing director Mike Follett.
“We were excited to take part in this ground-breaking study that brings frequency into play for the first time to understand the impact multiple ad exposures has on metrics, memory and – most important – purchase intent.”
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