Brand Fame: Premium DOOH delivers
In 2016 we launched a landmark piece of research, which set out to do two things:
- Define what brand fame is, and
- Discover if large format digital Out of Home delivers it
To define brand fame, we teamed up with Bournemouth University to conduct an extensive literature review, before conducting a detailed survey of 1000 consumers.
“Famous brands are powerful, premium and iconic, they’re highly visible, spoken about a lot and are seen as being creative.”
We then used a system called Implicit Response Testing (IRT) to measure the brain’s system 1 beliefs, or the unconscious brain’s response to stimulus. IRT measures the speed of people’s response associating brands to the metrics set out in the definition. Seeing brands on super premium DOOH made respondents’ implicit response an average of 12 percentage points faster. This shows that seeing brands on premium DOOH, such as Storm, makes consumers believe that they are intrinsically more famous.
Our second test was called the Max Diff test and tested the system 2 or conscious responses to stimulus. When testing the conscious brain, consumers believe that after TV, super premium DOOH such as digital Out of Home is the most appropriate channel for famous brands to be seen on.