OMA neuroscience study finds digital delivers 63% more impact that classic OOH
A new research piece by the Outdoor Media Association (OMA) has found that digital out-of-home advertising is significantly more impactful than classic, but also that classic signs can still play a useful role in the marketing mix.
The neuroscience study, the largest of its kind in the world, was conducted over two years by Melbourne-based neuroscience research company Neuro-Insight.
It used eye-tracking and brain-imaging technology to analyse the brain’s neural response when looking at advertising on out-of-home advertising. More than 2,000 people participated in the study and their responses to over 800 classic and digital signs were recorded.
