Insights

Outdoor advertising has been present on streets, highways, and stations for decades. However, it is only recently that we have begun to measure its impact directly on the brain. An Australian study by the Outdoor Media Association, presented by Grant Guesdon, uses neurophysiological metrics to compare different OOH formats and suggests turning this data into an impact indicator for media planning.

A recent study by the OAAA and The Harris Poll on the effectiveness of DOOH shows that 73% of adults view digital out-of-home advertising favorably, a figure higher than that of other competing media, and 76% have taken some action following a recent exposure to DOOH.

In the report 'From Memory to Result: Why Digital Out-of-Home Advertising Outperforms Static Ads and Generates Measurable ROI', mFour explains how DOOH, supported by advanced attribution tools and mobility data, can drive a more dynamic campaign and increase consumer actions compared to traditional static advertising.