It's the mix that matters.

Passersby’s are five times more likely to notice a screen when the DooH content includes a mixture of editorial content and advertising. This is a result of a neuroscientific study recently published. The report also shows that dwell time and engagement increase significantly.

Passersby’s are five times more likely to notice a screen when the DooH content includes a mixture of editorial content and advertising. This is a result of a neuroscientific study recently published. The report also shows that dwell time and engagement increase significantly.
It is well known fact in the DooH industry that advertising,and content complement each other. European DooH media owner Ocean Outdoor and initiated a study with neuroscientists to investigate the the impact and effects. The result: Broadcast content streamed live on DooH screens combined with relevant advertising achieves five times as much consumer engagement as stand-alone advertising placements.

The focus of the study was Ocean Outdoor’s content partner the „All England Lawn Tennis Club“ – organizer of the Wimbledon Championship tournament. In cooperation with Jaguar, the official car partner of the tennis tournament, Ocean developed a broadcasting and advertising concept for DooH. Scheduled between DooH-advertising, Ocean presented pre-produced editorial reports of the tournament as well as live broadcast of selected tennis matches. The broadcast was presented across twelve British cities in which Ocean operates DooH networks as well as in Westfield London and Stratford City shopping centers.
The main partner for the study was COG Research. The researcher used an eye tracking technology – combined with monitoring of skin conductance response (SCR). The measurements for the study were carried out by the team in the vicinity of the DooH networks of the two London Westfield shopping centres. A mixture of display-based networks and some large LED panels were installed in the indoor and outdoor areas of the malls. Dynamic live and pre-planned editorial content highlights were integrated into tailor-made advertising campaigns, similar to TV commercials. And this led to a significant change in the behaviour of the study participants. In front of the outdoor DooH screens, their eye movements slowed down and became more concentrated, and the length of time they stayed looking increased. The cognitive load was also reduced.

Compared to pure ad-play concepts, various content formats and ad sequencing improve customer reactions:
■ Editorial content followed by DooH ads achieved 5.1 times higher engagement

■ DooH ads followed by editorial content were almost 4 times more appealing.

■ Displaying live results only (Live Scoreboard) generated 5 times more attention

■ Live broadcasts without DooH advertising were almost 9 times more appealing.

The results clearly show that DooH networks with moving images combining editorial content and advertising have a higher impact for promoting brands. They combined content program better addresses the audience.

Ocean Outdoor will therefore increasingly focus on live content partnerships with rights holders such as the British Olympic Association, BBC studios, the British Fashion Council or Formula-E.