The Moments of Truth is a landmark three-stage research project that proves how the use of contextually relevant messaging in digital Out of Home will increase its effectiveness by an average +17%.
The pioneering study is a cross-industry collaboration between Clear Channel, JCDecaux UK and Posterscope which demonstrates the power of relevancy in Out of Home, showing increased metrics across consumer brain response, ad recall, brand / creative rating, and sales response.
Conducted by leading Neuroscience research company, Neuro-Insight, stage one consisted of using the established Neuroscience technique of Steady State Topography (SST), monitoring the brain response of 160 participants during exposure to either contextually relevant (test) or non-contextually relevant (control) digital Out of Home advertising on a full-size portrait DOOH screen.
The results revealed an average increase in brain response (test vs. control):
An average +12% increase in brain response when displaying a ‘brand’ or ‘product’ communication at the most relevant moment vs. a less relevant moment.
An average +18% increase in brain response when displaying content that was relevant using either the location, the weather, the time or a live update as the stimulus trigger, with an explicit call out to the relevancy - e.g. it's raining.
An average +32% increase in brain response when displaying the most relevant content with an explicit call out at the most relevant moment.
Using online webcam eye-tracking software, through partner ResearchBods, 280 respondents viewed a video ‘walk-through’ of an indoor shopping mall with six digital Out of Home screens each featuring a different brand’s advertising. The video featured a mixture of contextually relevant (test) and non-contextually relevant (control) advertising displayed on the screens.
The research monitored the duration of ad fixation (for advertising at relevant moments and with relevant content), while a post exposure questionnaire showcased average improvements of (test vs control):
The final stage of the research saw a meta-analysis across multiple effectiveness studies, each of which monitored the link between in-store sales and the use (or absence) of digital Out of Home advertising.
The comparisons determined that advertisers applying relevant content at relevant moments in the real world drove a consumer action versus a traditional singular digital Out of Home creative approach.
The average sales uplift (test vs. control):
1. Neuroscience, Conducted by Neuro-Insight, using the Neuroscience technique of Steady State Topography (SST) measuring brain response of 160 participants.
2. Ad Recall, Conducted by Research Bods, using online webcam eye tracking and online survey of 280 respondents.
3. Sales Effect, Conducted using test & control store sales data for 4 advertiser campaigns.