DOOH campaigns with relevant content improve ad recall by 17%

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 04, 2020, 12:40 PM UTC

Brain response improved by 12% when people were shown a brand or product at the right time or day of the week.  

A Clear Channel, JCDecaux UK and Posterscope study revealed that DOOH campaigns with contextually relevant content saw improved ad recall by 17%. In such a scenario, the brain response was 18% higher and could deliver a 16% sales uplift.

The brain responses of over 160 people were measured after exposing them to content relating to a series of brand categories on a DOOH screen. Brain responses improved by 18% on showing audiences unique and relevant content based on weather or location or live updates.

Over 280 people were shown “walk-through” footage of a shopping mall with six DOOH screens showing different brands’ ads to test ad recall. 17% average increase in spontaneous ad awareness for relevant ads was observed.

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