At The DailyDOOH Media Summit back in May in London [1], Heather Andrew, CEO of Neuro-Insight (UK), discussed how Ocean Outdoor used brain imaging to understand the relationship between DOOH and other media.
Specifically, she demonstrated the power of DOOH to prime other media, extending its footprint beyond out of home and into the wider media landscape (there’s more on this here [2]).
Key findings were that:
- People that had been primed by DOOH had a 36% higher response to a campaign using mobile as the secondary medium than those that had seen the same campaign on TV.
- When the creative is linked, the effect is 48% higher.
At The DailYDOOH Investor Conference [3] being held Weds Nov 4, 2015 as part of New York Digital Signage Week, Heather Andrew will be taking to the stage once again presenting ‘How Neuroscience Is Making Advertising Smart‘.
Heather will be describing how Neuroscience can measure things that people don’t know how to put into words and, over show from the past few years, a number of pioneering studies in the out of home world that have led to some startling revelations! Did you know for instance that the science is now also being used extensively in the growing online world. Heather will explain to the audience what OOH and DOOH can learn from the way companies like Facebook and Twitter are using Neuroscience, how an Australian media owner is dissecting TV content using the technology and how it will ultimately help our industry bring more brands into the sector as well as encouraging those who are using it now to spend even more!