Neuroscience Research

LEADING GLOBAL
NEUROSCIENCE IN MULTI-FORMAT OUT OF HOME

Through our world-first study with Neuro-Insight, QMS has decoded how commuters subconsciously process advertising across the Auckland Transport network. Our research identifies two distinct neural pathways: Left Brain "Detail" processing for rational facts and Right Brain "Global" processing for emotive, big-picture branding.

These insights allow us to advise brands on how to tailor their creative to match the specific "memory encoding" strengths of each format, ensuring maximum campaign impact.

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ATTENTION STUDY | 2024

This global-first study conducted in Australia debunked the myth that Out of Home (OOH) is a glance-only medium and showcased how brands can leverage attention to maximise their OOH investment.

The landmark research in collaboration with Amplified Intelligence revealed OOH ads scored an average 12 seconds of total attention.