Out-of-home and digital marketing specialists Clear Channel, JCDecaux, and Posterscope have released the results of “the world’s most comprehensive” study into the power of relevancy in OOH.

They found that context relevance can improve advertising effectiveness by 17% in terms of audience response.

The research, released today (March 3rd) is titled ‘The Moments of Truth’, and was constructed using a combination of research strategies, referred to as “research to reality”.

It turns out that brain response is 18% higher when viewing contextually relevant content in DOOH campaigns, which leads to a 17% increase in consumers’ spontaneous advertising recall, and ultimately delivering a 16% sales uplift after a dynamic DOOH campaign.

Methodology

They utilised neuroscience, online eye tracking, questionnaires, and test sales analysis in combination to draw these conclusions, which they hope will incentivise more brands to think about relevancy in OOH messaging.

Richard Bon, Joint MD of Clear Channel, said: “We are delighted to be part of this collaborative research that further demonstrates the value and benefits of Digital Out of Home advertising.

For the first time ever, we have been able to develop empirical, end-to-end insights on dynamic campaigns, that not only inform advertisers why content and context relevancy matters but also offer clear guidance on how to best harness these opportunities to maximise campaign performance.“

Dallas Wiles, UK Co-CEO of JCDecaux, said: “It’s vital for the Out of Home sector to demonstrate that our campaign solutions will be effective in driving measurable positive outcomes.

This landmark collaborative project does exactly that. It shows how the use of data-driven scheduling together with relevant copy can boost effectiveness significantly.

Increasingly we’ll be encouraging advertisers to adopt this approach as ‘standard’.”

Potential

Glen Wilson, MD at Posterscope, said: “The ability to deploy truly dynamic content across thousands of high quality, networked digital screens is probably the most significant step forward for OOH since the arrival of those digital screens well over a decade ago.

“But its potential is still significantly under-estimated, with media spend on dynamically-enabled digital Out of Home representing only about 8% of all DOOH campaigns.

We’ve always believed in the power of dynamic and seen amazing results from those clients that have embraced it.”