The launch of the world’s most in-depth study into the power of relevance in Out of Home has revealed that Digital Out of Home campaigns that use contextually relevant messaging achieve an average audience effectiveness of +17%.

This pioneering study, entitled "The Moments of Truth", was initiated by Clear Channel, JCDecaux UK and Posterscope, using a combination of three research techniques described as "Research to reality":

the broadest application of neuroscience in DOOH ever undertaken to measure brain reactivity, eye tracking research to measure ad recall, and sales lift testing and monitoring studies to understand DOOH’s immediate impact on sales.

The key findings of this pioneering study reveal that consumers’brain receptivity is 18% higher when viewing relevant content in digital Out of Home campaigns. The result is a 17% increase in the spontaneous recall of advertisements by consumers, and ultimately demonstrates that dynamic digital Out of Home campaigns can lead to a 16% increase in sales. "The Moments of Truth" was designed to inform and educate the marketing industry on how to maximise OOH performance and consumer responsiveness.

The three stages of research uncovered additional insights into consumer perceptions of digital Out of Home:

1/BRAIN REACTIVITY

Displaying a brand or product ad at the right time (i.e. by hour/day of the week)
An average +12% increase in brain reactivity when’display of a "brand" or "product" communication at the most relevant time

Display of unique and relevant content depending on the time, place, weather or a live update over time.
An average +18% increase in brain receptivity when displaying’relevant content using either location, weather, time of day or a live update as a stimulus trigger.

The combination of the above – or "nirvana state" – equals optimal use of content and timing
An average +32% increase in brain receptivity when displaying the most relevant content at the most relevant time.

2/ MEMORIZATION

Displaying timely and relevant content drew attention to advertising and improved brand and creative evaluation :

• a +6% average increase in time spent viewing the ad at the most opportune moment or tapping into the most relevant dynamic content
• a +17% average increase in spontaneous awareness of relevant ads
• a +6% average increase in the’evaluation of the creative, in terms of consideration, recommendation, trust and preference

3/SALES IMPACT

Sales growth of +16% in the event of a dynamic DOOH campaign versus without an OOH campaign, compared with a benchmark of +9% average sales growth with a traditional OOH campaign with a single message versus without an OOH campaign.