Research findings suggest Out-of-Home (OOH) advertising is more than just a momentary visual experience.

Research findings suggest Out-of-Home (OOH) advertising is more than just a momentary visual experience.

In a groundbreaking study, QMS, an Australian digital outdoor media company, and Amplified Intelligence have unveiled significant findings about the role of human attention in Out-of-Home (OOH) environments. The global-first research, conducted in partnership with audience measurement company Amplified Intelligence, sheds light on how OOH advertising captures and holds attention beyond the initial glance.

The study, which analysed 11 advertiser categories on various large and small format sizes, had a sample size of 1.23 million and covered Melbourne, Brisbane, and the Gold Coast. The findings challenge the traditional view of OOH as merely a "glance medium" and highlight its ability to deliver significant impact and engagement.

One of the key findings is that OOH ads receive an average of 12 seconds of attention. This is a substantial amount of attention, especially when compared to other forms of advertising. Moreover, 90% of tested OOH sites delivered more than 2.5 seconds of active attention, a duration considered the threshold at which an ad may be committed to long-term memory.

Comparatively, OOH was found to be 5.9 times more likely to hit the memory threshold than other digital channels, indicating its effectiveness in capturing sustained attention and potentially leading to better ad recall.

These findings were welcomed by QMS's Strategic Sales Director, Adrian Venditti, who stated that the research proves OOH should no longer be considered a glance-only medium. Dr Karen Nelson-Field, CEO and Founder of Amplified Intelligence, commented that OOH captures real, measurable attention that translates into meaningful brand impact.

The data from the QMS and Amplified Intelligence study serves as a powerful extension of Amplified Intelligence's attention measurement framework. It demonstrates how attention-based insights can complement traditional metrics to reveal the true impact of ads across multiple channels.

In an era where capturing and holding attention is increasingly difficult, this data is key to driving stronger, more effective brand outcomes. The researchers plan to continue building on the study, exploring more markets, formats, and modes.

The featured image for this news article is a presentation of the QMS attention study at SXSW Sydney, featuring Greg Kearney (Suncorp), Thad King (OMD), John O'Neill (QMS), and Dr Karen Nelson-Field (Amplified Intelligence). The study, a 'global-first' in its field, underscores the potential of OOH as a medium that captures and holds attention beyond the initial glance.

The QMS and Amplified Intelligence study showcases Out-of-Home (OOH) ads' ability to receive an average of 12 seconds of attention, significantly more than other digital channels, indicating its potential for better ad recall. Moreover, the research delves deeper into the utility of OOH in capturing and holding attention, which can be instrumental in driving stronger, more effective brand outcomes.

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