DOOH Marketing
Motion vs. Static Creative
2.5x Stronger Impact for Full Motion
Campaign Objective
Neuroscience research conducted by Neuro-Insight used brain imaging to explore the neurological impact of digital out-of-home content on audiences. The study benchmarked responses against television and online video campaigns, specifically comparing full motion and static out-of-home adverts.
Venue Types Used
Audience Targeting Approach
The third wave of the Neuroscience research program analyzed brain response to full motion and static out-of-home adverts. The focus was on three key brain response metrics which, in combination, have been shown to correlate strongly with real world effectiveness: peaks in emotional response, how positive that emotional response was, and the number of brand impacts encoded into memory.
Results
2.5x
Stronger Impact for Full Motion vs Static
✓
Comparable Impact to Television Advertising
✓
More Branded Peaks of Memory Encoding
How this was measured: Brain-imaging research measured emotional response and memory encoding for full motion versus static out-of-home ads, benchmarked against television and online video. Source: Neuro-Insight research. This result sits above our 3–15% benchmark range for visit lift; see how to read lift figures.
Insight
Neuroscience research demonstrates that full motion digital out-of-home campaigns are 2.5 times more impactful than content on static displays, delivering a powerful emotional experience comparable to television advertising. Both static and full motion content delivered high levels of positive emotional response, but full motion creative delivered more branded peaks of memory encoding. The results indicate that full motion DOOH has the capability to build brand equity — not just deliver a brand impact.
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