QMS and Neuro-Insight Prove DOOH Drives More Than Awareness

QMS has released the results of its latest neuroscience study, revealing that digital out-of-home (DOOH) can impact the entire sales funnel, from awareness and consideration to purchase and advocacy.

Conducted in partnership with leading neuroscience research company Neuro-Insight, the innovative new study shows that DOOH impacts memory encoding by an average of 22% across the sales funnel, providing marketers and agencies with new insights on how to influence customers on the sales journey.

 “Out-of-home has always been a powerful broadcast medium, predominantly used to drive awareness. However, over the past five to six years, greater digitisation, programmatic expansion and increased data integration have seen the channel evolve into something more sophisticated, which leads us to examine the role DOOH plays across the other stages of the sales funnel,” said Christian Zavecz, QMS Chief Strategy Officer.

“Our new study with Neuro-Insight clearly shows that DOOH is not like traditional OOH. Its additional and unique capabilities extend its strategic relevance and allow it to play a role right through the sales funnel,” added Zavecz

The six-month study covered 345 Australian participants, 12 product categories ranging from low to high involvement purchases, and three QMS DOOH formats: large format digital billboards, the brand-new City of Sydney digital street furniture network and 7-Eleven IMPULSE digital panels.

The study also found that the DOOH format influences how the creative is processed by consumers, resulting in higher memory encoding when the creative is tailored appropriately to the QMS format.

Neuro-Insight CEO, APAC, Peter Pynta, commented, “The influence of advertising is increasingly difficult to understand. However, this project's granular, scientific lens has allowed us to capture some previously unexplored aspects of where DOOH can drive impact and influence across the sales funnel.”

Pynta added, “This study also highlights that advertising on DOOH keeps working post the sale to effectively set up the next sale. So advertisers with a strategic long view on their DOOH communications will be strongly supported in terms of advocacy.”

QMS and Neuro-Insight have jointly conducted four studies in four years, with last year’s study demonstrating how evolving creative approaches and content can deliver a higher impact than static creative after just five days.