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From surveys to neurometrics
Traditionally, OOH effectiveness has been measured with recall surveys, coverage, and frequency. The novelty of neurostudies is that they capture unconscious responses: attention, cognitive load, emotional activation, etc.
In Guesdon's work, neuroscientific measurements are combined with exposure to different outdoor advertising formats. The goal is not just to know if an ad is "liked," but to understand which formats generate greater mental availability and can translate into business results when planning large-scale campaigns.
What these findings mean for brands and cities
The results reinforce a key idea: not all outdoor media are equal from the brain's perspective. Formats with better visibility, relevant context, and adapted creativity generate more intense and lasting responses.
This opens the door to:
- Planning by neurological impact and not just by GRPs.
- Adjust creativity according to the type of media and environment.
- Prioritize locations where spontaneous attention is higher.
The role of data platforms in OOH
For these types of metrics to move from the laboratory to daily use, they must be connected with real inventory, audience data, and campaign results. This is where planning and measurement platforms like Adcities can add value:
- Incorporate impact quality indicators (not just quantity).
- Enable comparison of classic and digital media in a single interface.
- Facilitate agencies and advertisers to translate neurological evidence into concrete media buying decisions.
«Neuroscience doesn't replace other metrics, but it does help make OOH investment smarter. The next step is to integrate these insights into the systems where campaigns are planned and activated».
How does OMI work?
We connect your outdoor inventory to a network where brands buy audiences, not faces.
OOH in 2025: from awareness to conversion
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Digital OOH: when the street behaves like a digital channel
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.
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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.
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