THE SCIENCE BEHIND

THE ART OF OUTDOOR

THE IMPACT OF DIGITAL OUT OF HOME ADVERTISING ON PEOPLE PLACES
AND PURCHASES

By
Ishani Pattnaik
271138
FMG-27 C
INTRODUCTION

• Many new sites have full motion, Wi-Fi enabled, large format screens
that can broadcast moving images and content in real time and can
even interact with audiences, matching content to the people in the
vicinity
• What has been hard to quantify is the visual WOW factor of spectacular
outdoor - and what it actually delivers to the brand or advertiser
seeking evidence of response, value and return on investment
• The question is not whether these sites have an impact but how this
impact is achieved and how it can be maximized further with the use of
technology
SOURCES AND REFERENCES

• Baack, D.W., Wilson, R.T. & Till, B.D. 2008. Creativity and memory effects: Recall, recognition: An
exploration of non-traditional media. Journal of Advertising 37(4): 85-94.
• Bhargava, M., Donthu, N. & Caron, R. 1994. Improving the effectiveness of outdoor advertising: Lessons
from a study of 282 campaigns. Journal of Advertising Research 34(2) Mar-Apr: 46-55.
• Du Plessis, F., Bothma, N., Jordaan, Y. & Van Heerden, N. 2010. Integrated marketing communication.
(Second edition). Claremont, RSA: New Africa Books
• Du Plooy, A.T. 2012. A framework for the planning and integration of OOH advertising media in South
Africa. Unpublished doctoral thesis. University of Pretoria. [Online]. Available at: http://repository.up.ac.za/
bitstream/handle/2263/24225/Complete.pdf?sequence=10 [Accessed on 14 March 2014].
• Lopez-Pumarejo, T.A. & Myles, B. 2009. The renaissance of outdoor advertising: From Harlem to Hong
Kong. American Journal of Business 24(2): 33-40.
• Osborne, A.C. & Coleman, R. 2008. Outdoor advertising recall: A comparison of newer technology and
traditional billboards. Journal of Current Issues and Research in Advertising 30(1): 13- 30.
USE OF AR IN OOH ADVERTISING

• Augmented reality is the integration of digital information with the

user's environment in real time. Unlike virtual reality, which creates a
totally artificial environment, augmented reality uses the existing
environment and overlays new information on top of it.
• Google has added a new AR feature which will allow users to scan a
poster with their Android phone’s camera and get additional
information and content overlaid in a virtual layer over the poster
USE OF AI IN OOH ADVERTISING

• Personalization in AI is gaining traction in advertising and beyond

• Personalized OOH ads can increase customer engagements, brand
awareness, and revenue, the future of AI is a broader utilization of
personalized ads
• In advertising, AI helps companies make calculated decisions based off
data
• The technology is currently used by McDonald's and Dylan's Candy Bar
BACKGROUND AND OBJECTIVES

• Neuro-Insight UK, carried out a study looking at brain response to

outdoor advertising, focusing in particular on the impact of premium
outdoor digital sites
• Neuroscience is well suited to delivering insight in an increasingly
complex media landscape
• It does away with the need for people to consciously identify – and then
articulate
• The objective is to scientifically quantify brain response and provide
evidence of its positive long-term impact on consumer behaviour
TECHNOLOGY USED

• Neuro-Insight uses a unique brain-imaging technology called Steady

State Topography (SST), which uses a lightweight headset to pick up
electrical signals resulting from brain activity
• The headset is easy to fit and comfortable to wear
• SST was pioneered originally in academic research, and is robust and
well-validated
METHODOLOGY

• 115 respondents were pre-recruited

• they were taken on a bus ride around
West London, with the route taking in a
number of different outdoor advertising
sites so that their real life impact was
top of mind
• 5 categories of poster sites were
created
Data was collected from a number of areas of the brain, but the metrics
that were primarily used for the analysis reflected the responses that we
hypothesised to be important in the effectiveness of out of home
advertising:
• Visual attention
• Emotional intensity
• Desirability
• Long-term memory encoding
ANALYSIS AND RESULTS
MEASURING THE PRIMING EFFECT

Final piece of analysis was to

investigate whether Ocean’s sites
had any priming effect on the other
sites included in the study. In other
words, did seeing an advert on an
Ocean site first create such an
impact that it makes people
responded better when they saw an
ad for the same brand afterwards, on
a standard site?
STUDY CONCLUSIONS

• In order to achieve great results, outdoor advertising needs to capture

attention and then engage emotions
• That iconic sites work because of the emotional impact they elicit
• Premium outdoor sites generate stronger and more positive emotions, and are
better encoded into memory than standard sites
• There’s a powerful WOW factor, that is driving emotional response and, in
turn, leading to higher levels of memory encoding
• Digital sites are particularly effective, especially when movement is involved