RESEARCH & INSIGHTS

Discover the Attention payoff with landmark new research from QMS and Amplified.

Part two of our exclusive new Attention research proves the ultimate superpower of Digital Out of Home: it requires significantly less Active Attention to build true brand equity. 

This study explores how the QMS City of Sydney digital street furniture network produces greater impact and efficacy on audiences, compared to global neuroscience benchmarks.

The study uncovered the advantage that the City of Sydney network offers brands, which is proven to increase memory encoding by 26%, which has been shown to drive behavioural change.

The study proved that DOOH can help make campaigns more memorable to audiences, no matter what stage of the sales funnel they are in.

The study showed DOOH delivers a +22% shift in memorability across the sales funnel and generate greater memorability when aligning creative to the Neuro bias of different OOH formats.

The ‘DOOH Capabilities’ study proves DOOH is a different channel to static, and most importantly when used for its inherent strengths, it is capable of delivering a greater impact.

The study revealed incorporating creative evolution drives a +38% uplift in OOH effectiveness due to the way the brain responds to small changes, such as colour and copy, which can drive a higher memory encoding response for campaigns.