Digital Out of Home (OOH) advertising increases recall. In a study measuring 18 different ads across both static and digital formats in different environments, results showed an eight per cent increase in recall of Digital OOH formats. The research demonstrated that static OOH formats are particularly effective for delivering brand awareness. It also revealed that Digital OOH advertising brings additional reach to multi-format campaigns. The research, which was conducted by Kantar Millward Brown on behalf of Kinetic, was revealed on March 30th at ‘Moving Minds – Now and Next Technologies’. The event showcased the latest thinking in technology and media innovation from advertising industry experts across Ireland and the UK. In addition to using traditional research methods to measure Out of Home and Digital OOH effectiveness, Kinetic worked with Affectiva at M.I.T Boston’s Media Lab to conduct detailed research using facial coding to gauge the interaction of audiences with digital OOH advertisements. The bespoke research measured the effectiveness of digital OOH across retail and rail environments. Media innovations that were discussed at the ‘Moving Minds’ conference included the use of Drone technology in OOH, the use of eye-tracking technology on digital advertising screens to track age, gender and the moods of passers-by, what programmatic OOH might look like, the next steps for augmented reality, and how brands can use virtual reality as part of an integrated campaign.
