Using neuroscience to understand the impact of premium digital out-of-home media. (November 2019)

• Record Type: Journal Article
• Authors: Andrew, Heather; Haines, Helen; Seixas, Shaun
• Is Part Of: International journal of market research. Volume 61:Number 6(2019)
• Page Start: 588
• Page End: 600
• Publication Date: 2019-11
• Subjects: DOOH -- media research -- neuro-marketing -- neuroscience -- out-of-home advertising; Marketing research -- Periodicals; 658.8305
• DOI: 10.1177/1470785319851316
• Languages: English
• ISSNs: 1470-7853

Abstract

In this article, Heather Andrew and Dr Shaun Seixas of Neuro-Insight, and Helen Haines from Ocean Outdoor explain how modern brain imaging technology can be applied to measure people's emotional, subconscious responses to different forms of outdoor media, from static paper and paste posters to multisensory advertising screens. With reference to visual attention, emotional intensity, desirability, and memorability, they describe a program of research that investigated brain response to the latest generation of outdoor advertising locations, and which explains the cognitive processes that underlie their success, not just in the context of out–of-home advertising, but in the broader digital world. The conclusions have implications that are fundamental to the planning, design, and development of media campaigns, identifying the role that outdoor advertising can play vis a vis other media, and how different media platforms can work together to the benefit of advertisers.