DOOH MOTION vs. STATIC CREATIVE

DOOH Creative Research 

Neuroscience research demonstrates how full motion digital out of home (DOOH) campaigns are 2.5 times more impactful than content on static displays, delivering a powerful emotional experience comparable to that of television advertising.

The research, conducted by Neuro-Insight, used brain imaging to explore the neurological impact of digital out of home content on audiences. The study benchmarks the responses obtained against television and online video campaigns.

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

 • The number of brand impacts encoded into memory

From the resulting responses, neuroscientists concluded:

 • Both static and full motion content delivered high levels of positive emotional response

 • Full motion creative however delivered more branded peaks of memory encoding

 • The net impact of these measures in combination equated to a 2.5 stronger impact for full motion digital out of home compared to static

The results indicate that full motion DOOH has a comparable impact to television and has the capability to build brand equity rather than just deliver a brand impact.