The outdoor industry, as restrictions ease and foot traffic increases, is preparing to improve the connection between advertisers and audiences, and provide metrics for measuring impact.
The Neuro Impact Factor, a world first, coming out of the Outdoor Media Association’s (OMA) neuroscience study in partnership with Neuro-Insight, will be launched to market in January.
The OMA will be holding its first OUT-FRONT event on Tuesday, November 9, to talk more about the Neuro Impact Factor and other innovations to be launched in 2022.
The research, using the largest media neuroscience study of its kind, used eye-tracking and brain-imaging technology to provide over one million points of data on how out-of-home (OOH) signs impact the subconscious.
By measuring peak moments in long term memory encoding and emotional intensity in the brain, Neuro-Insight was able to evaluate the effect of an outdoor sign at just a glance.
More than 2,000 people took part in the study and their responses to more than 800 classic and digital signs were recorded and analysed.
Campaigns seen on classic signs fall within the range of memory encoding, similar to a 30 second radio commercial or a 15 second television spot. Adding a digital aspect to an outdoor campaign will mke it 63% more impactful.
"What we have accomplished in doing this research is going beyond the ‘how many’ part of the equation that comprises mature media measurement," says Peter Pynta, CEO at Neuro-Insight.
"With the Neuro Impact Factor, we have brought in a quality dimension in a scalable way. We finally have three parts of the triangle of reach, frequency and now impact."
Armed with the Neuro Impact Factor’s key metrics -- memory and emotion -- the outdoor industry can provide new insights alongside the best-in-class audience measurement found in MOVE, to help agencies and advertisers make scientifically informed decisions when planning their OOH campaigns.
"This research is a game-changer for out-of-home. Not only have we provided undeniable, scientific proof of the subconscious impact of advertising, but we have also shown that just one glance at one of our signs is sufficient for brand messages to elicit an emotional response that encodes into long term memory," says Charmaine Moldrich, OMA CEO.
"What’s more, it introduces a qualitative measure that will be added in January 2022 to our audience measurement system, MOVE, giving agencies and clients yet another tool to help them plan and buy their out-of-home campaigns."
The findings of the study were launched in September via a virtual event hosted by OMA CEO Charmaine Moldrich and featuring guest speakers Neuro-Insight CEO, Peter Pynta, neuroscience academic Professor Joel Pearson and followed by a Q&A with MOVE 2.0 Lead, Grant Guesdon, Managing Partner of Avenue C and Outdoor Futures Council Chair Pia Coyle, and Head of Out of Home at Dentsu, Emma Hegg.
"This is another step toward attribution and understanding the value of out-of-home," says Moldrich.
"These results will inform the development of a new currency that advertisers and agencies can use alongside reach and frequency reports.
"The Factor will be exclusive to MOVE, and the first qualitative metric in the world to unite validated real-world effectiveness with the quantitative metrics available in the system."
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